A Study On Technology Start-ups Business Model Elements Based On Grounded Theory

Entrepreneurship is the dynamic source of economic development which has very important effects on the economic development of our country. With emerging technology production and popularization, the technology start-ups based on the emerging technologies has become an important source to enhance independent innovation ability. As the carrier of technological achievements into economic gains,the technology start-ups shoulder the important mission in the process of promoting industrial structure upgrade. In the fierce market competition, enterprises construct the reasonable business model under the premise of grasping their own technological type and management mode in order to get a long-term advantage. In this premise, technology start-ups should comprehend business model elements accurately and master a reasonable and effective technology start-ups business model evaluation scale. Therefore, this research tries to construct a reasonable and effective business model evaluation scale based on business model elements through dividing the technology start-ups business model elements systematically, then provides reference for technology start-ups business model design,innovation and the establishment of the enterprise business model evaluation system. First of all, by analyzing existing literature, the research defines technology start-ups' connotation,characteristics and the concept of business model. Second,we refine technology start-ups' business model components by grounded theory. This research refines 3 main categories which are value proposition, value creation and value capture and distribution and 9 sub-categories which are market segmentation and customer segmentation,etc,through single-case's analysis of OMESH networks and multiple-case's analysis of other four technology start-ups. At same time, we construct a business model evaluation scale of technology start-ups which includes 3 facets, 9 dimensions and 27 indexes. After that, we design a research questionnaire and use it to collect data. Then, we verify the scale using factor analysis. The empirical results show that technology start-ups business model elements refined and the scale constructed are reasonable and effective. Also, it makes the scale have bigger application space and stronger applicability that the scale is based on the Chinese situation. The establishment of this scale can service for the future technology start-ups business model evaluation and assists the formation of technology start-ups business model evaluation system.