Research On The Evolution Of Business Model Of New Ventures Under The Background Of Internet Economy

China's “new four great inventions” have attracted worldwide attention.Online shopping,mobile payment and sharing of bicycles are all due to the rapid development of China's Internet economy over the past decades.The Internet economy has also made many Internet giants in China,which form the basic pattern of China's Internet economy.At the same time,"mass entrepreneurship and innovation" has been promoted as an important innovation and development strategy of the country.People's enthusiasm for innovation and entrepreneurship is running high,and start-ups are growing,and most of which are internet-related enterprises.However,there is a cruel fact that the rate of elimination of enterprises in the Internet economy is very high,and many enterprises live even less than two years.Entrepreneurs and investors are all looking for the “blue sea” of the Internet economy.Vertical subdivision field has become a hot spot for entrepreneurs and investors,and is widely concerned by all sectors of society.In this paper,a typical vertical subdivision platform enterprise is selected as an example to focus on how to realize the dynamic evolution of its business model in the development process.Relevant research shows that the essence of enterprise business model is its value logic.Therefore,from the perspective of value,this paper analyzes the evolution of the business model of the case enterprise,combining the characteristics of the start-up enterprise and the platform enterprise.Combining with the business together related research,this article focuses on how this type of enterprise selects the entrepreneurial bricolage strategy,so as to build out the value network.This paper mainly relies on the longitudinal single case study of the whole film group.Through five field investigations of the research cases,I has collected a large amount of first-hand information by using various data collection methods such as participatory observation,semi-structured interview and ethnographic interview.In the process of data analysis,I have carried out in-depth analysis and research on the case enterprises,relying on literal encoding by Nvivo11 software,following the logic of "itemization—conceptualization—categorization",and obtained some preliminary research results,which basically achieved the expected goal of the research.This paper finds that the evolution of a new enterprise business model from the perspective of value can be divided into the three stages: the value proposition formation stage—the value logic perfection stage—the value network construction stage.For vertical segmented enterprises,the important sign of each stage is the participation of new stakeholders.This paper emphasizes the value guidance and value synergism of the vertical subdivision platform enterprises in the construction of value network.The value proposition of the platform enterprise in vertical subdivision will eventually realize the transformation from individual to industry and realize the value appeal of the whole segment.With the participation of the value proposition and the interest subject,the value mechanism changes correspondingly,which leads to the matching change of the new enterprise business model.Therefore,in the context of the Internet,the evolution of the business model of a start-up enterprise is the process of building a value network.In addition,this study holds that the value network built by the platform enterprises in vertical subdivision has obvious circle characteristics.The network center is not the platform enterprise,but the "community" formed by the platform enterprise and the core customer,and the vitality and advantage of the platform enterprise in vertical subdivision are derived from this.The evolution process of business model reflects the evolution path of "platform construction —platform remolding —platform interaction —platform integration".Morever,this study points out that different entrepreneurial bricolage strategy is based on the dynamic tasks in different stages and environment.Through differentiation strategy,startup breakthroughs resource constraints,promotes sustainable development and guarantees the evolution of its business model.This paper not only provides the new basis for development phase classification of start-ups in the context of the Internet,but also complements the previous static research.Secondly,this paper points out that the value network structure formed by the platform enterprises in vertical subdivision is based on the existing value network and the latest situation of Internet economy.In addition,this paper is an attempt to combine entrepreneurial bricolage theory with business model theory,and enriches the current research.These enterprises include the characteristics of vertical subdivision,platform and new start-ups,which are very different from and superior to traditional Internet platformenterprises.I hope I can continue to deepen the research to guide entrepreneurs to achieve personalized advantages under the background of "innovative development","transformation and upgrading" and "craftsman spirit".