Research On The Innovation And Evolution Of Tradition Enterprise Business Model In The Internet Age

In the Internet era,the fierce market competition among enterprises is not only a competition between products and services,but also a contest between business models.If enterprises want to continue to develop in a volatile external environment,Innovation of its business model is one of the important strategic means.In addition,the "Internet" provides ideas and technical support for the transformation and upgrading of many traditional industries,but it also makes many traditional industries face the challenge of deep integration with the Internet.In a word,with the emergence of successful cases such as "shared economic business model","independent business model" and "new retail business model" in the context of the Internet,business model innovation has been carried out.It has become one of the ways for traditional enterprises to explore new development and realize new leap.From the perspective of strategic orientation and dynamic capability coordination,this paper studies the evolution of Haier business model innovation by means of single case study and rooted theory.This paper summarizes the dimension of business model innovation into value proposition,value creation and value realization,and points out how to present the three dimensions in each stage of Haier business model innovation.The results show that the innovation process of Haier business model has changed from "market-oriented business model" to "technology-oriented business model" and then to "sharing-oriented business model".Value creation and value realization are concerned and innovated.Strategic orientation and dynamic capability coordination match and evolution upgrade to promote Haier business model innovation.Strategic orientation points out the direction of Haier business model innovation,while dynamic capability provides capability guarantee for Haier business model innovation.The coordination between them runs through every stage of Haier business model innovation.On the basis of this,the paper puts forward the model of the innovation and evolution of the business model in collaboration with the strategic direction and the dynamic capability.The enterprise senses the opportunity and the challenge in the environment,provides support for the development of the strategic orientation,the landing and realization of the strategic target is the driving force of the enterpriseorganization study,the resource integration and the organization reconstruction,and the strategic orientation provides guidance for the construction of the enterprise dynamic capability,It is the combination of the dynamic ability and the strategic orientation to promote the enterprise to innovate its business model in the volatile business environment and maintain the continuous competitive advantage.In addition,starting with the concept of business model,this paper argues that enterprises should firmly grasp the basic elements of business model and follow the basic logic of business model innovation in the process of innovation of business model.The conclusion of this paper can provide theoretical suggestions for the innovation and evolution of business model.