Research On Influencial Factors Of Social Media Platform Enterprises Buseness Model Innovation Based On Grounded Theory

As the society stepping into the Mobile Internet Era,the social media brings about enormous changes.It changes the way people communicate information,and social media enterprises are constantly innovating of business model towards platform organization.From the reality,the paper puts forward the research question:what factors influenced social media platform enterprises in the process of business model innovation?Concerning this issue,It bases on the relevant literature review about the social media platform,the internal and external factors of business model innovation,Selects domestic representative social media platform enterprises:Sina Weibo?Tencent's We Chat?Youku to analyzed their business models.At the same time,it gets the following conclusions by means of coding the sample enterprises into 3 levels by grounded research method:Firstly,The influencial factors of social media platform enterprises'business model innovation include:the industry macro environment?user-centered?strategic positioning?funding and technology support?the core operation?revenue model?management team.One of the industry macro environment is the external environment factor,user-centered is the factor of customer level,strategic positioning is the factor of firm level,funding and technology support are tangible resource factors,the core operation belongs to the realization path factor,revenue model is the criterion of success or failure of business model innovation,management teams are the drivers of innovation.Secondly,this paper constructs a theoretical model of business model innovation of social media platform.Basing on the research methods of element attribute creation and pattern combination innovation.It summarizes the process of the innovation of social media platform business model:Innovation environment promotion---regeneration of value proposition---the action of value build---the process of fulfilling value.Specifically,with the impact of the enterprise on the external macro environment,changing the way of user-centered thinking,re-establish the strategic positioning of the enterprise,taking core operation with the support of company's funding and technology.Finally,expanding the new revenue models,and the management team will be the key to innovation of success or failure.And on this basis,this paper puts forward corresponding management suggestions from the angle of each influencing factors,at the same time,it also puts forward the deficiency and prospect of the research.