A Study On The Function Mechanism Of Value Motivation And Value Co-creation Of Scene-based Business Model

Scene-based business model refers to the process in the business model innovation,designing the consumer scene based on product or customer demand,taking experiential needs as the core,include customers into the the value creation main areas,together with enterprises to create value,construct platform attributes connecting multiple interest-concerned groups,build ecological community circle,bring main multiple interest-concerned groups the connected bonus model,inthe Internet age,through the form of cross-border dividend.The scene marketing,under the time,not only stay in the problem solution level,but based on the full understanding of consumers,through big data to take a insight into the change of users' consumption,travel and life behaviors,a profound understanding can promote innovation of business products and services,in order to help enterprises to take new commercial advantages,providing the user with proper form at the right time and place.The essence of the driving factors of the business model innovation is from a company's competitive advantage and business performance,that is to create value.In the value assignment process includes enterprise value,customer value,and partner value.Therefore,this paper aims at the relationship and path between business model innovation and the value co-creation.This article starts from the practical aspects of business,a lot of observations taken on Internet innovation business model,finding out that there exist some common scene attributes.A few examples are given based on this,starting from the commercial practice andconclude the theoretical framework,and combined with the existing literature,study the relationship and path between innovation and value co-creation.First,we set up the whole research framework of this paper,that is,business case,composition dimension,attribute characteristics,determinate variables,structural equation modeling,empirical test,conclusion.Through the observation of business cases,we conclude the dimensions of the scene-based business models,including five dimensions: value proposition,value creation subject,value creationprocess,key resources and core competence.Dimensions of scene-based business model to further deepen its attributes,including product experience,platform connectivity,community ecology,setting these three as the new variablesof the scene-based business model innovation.In valueco-creation,,letenterprise value,customer value,partner value as the dependent variables,i.e.6 observation variables in total,constructing a structural equation modeling to test and validate our study.Chinese unicorn enterprises are study cases in this paper,and the data are obtained through questionnaires.After empirical tests,the correction of the model is made according to its prominence.Finally,the conclusion and management inspiration are obtained.Research shows that product experience attributes,platform connection attributes and community ecological attributes of scene-based business models have positive impacts on value co-creation,and it can be subdivided into positive impact on business value,positive impact on customer value and positive impact on partner value.The conclusion of this study is to guide enterprises to take account of the above factors when designing business models,and form a systematic methodology to carry out scenario business model innovation and scenario value creation.