Research On The Business Structure Model Of Mobile Transportation Platform Based On The Grounded Theory

In recent years,the rapid development of mobile Internet and share the concept of economic ideas,gave birth to the development of many new formats.Since 2012,mobile Internet technology to support the travel information services swept the world,a mobile Internet service leader.In China,drop travel,Uber and other mobile travel platform to become the first early adopters.The development of mobile travel platform,not only represents the way to change travel,but also means that the era of cross-border integration of the Internet new business model.At present,the research on the business model of mobile travel platform has not yet matured.This research is the preliminary exploration of the new business model structure of the platform,and thus takes the rooted theory method as exploratory research method.On the basis of collecting a large amount of literature and studying the relevant knowledge of business model and rooting theory,this paper takes the mobile travel platform and Uber as a typical case to take root analysis to construct the commercial model structure model of mobile travel platform.In this study,we introduce the three-stage coding technique of Glaser and Strauss,and open the coding of the collected data,and encode and encode the three-level code,forming 227 concepts and 49 categories.Through the application of causal conditions-phenomena-scenarios-mediation conditions-action-the results of the model model for spindle coding,and finally the selective clustering of the elements of coding.A two-dimensional business model structure model is established,which contains six levels of dynamic layer,target layer,scenario layer,base layer,action layer and result layer.The research finds that the shared value proposition is the core of its business model.The technological innovation of the product and platform is the driving force of the innovation of its business model.The external risk is constrained into the important characteristics of its business model.The enterprise protects the shared value proposition through the action strategy The realization of.The structural model has the characteristics of stage and dynamic,and the business model elements are adjusted with the changes of the scene elements in order to realize the enterprise stage goal.Finally,this article selected easy to use the car as an application case,collected a large number of easy reports and interviews and other second-hand information.According to the commercial model structure model of the mobile travel platform,this paper describes the easy-to-use business model structure and evaluates it,and puts forward some innovative suggestions for the development of the business model.The model obtained in this study is the first complete induction of the business model structure of the domestic mobile travel platform.The hierarchical structure model can enhance the description ability of the business model of the mobile travel platform and can be used for the further improvement of the business model evaluation and the key elements.It is hoped that the research results of this paper can provide some theoretical support for the innovation and development of the mobile travel platform business model.