Research On Business Model Innovation Of Service Industry Based On Enterprise Network And Marketing Dynamic Capability

The global development of commercial economy makes the market consumption environment more complicated and turbulent.The competition among enterprises has evolved and upgraded into the competition among enterprises' networks.The turbulent and changeable marketing environment also requires enterprises to have the dynamic ability of quick response.In order to realize business model innovation,enterprises must consider the competition form of network organization and the ability of quick response in the complex and changeable marketing environment.Based on this background,this study refers to the relevant theories of previous studies on enterprise network,dynamic capability,marketing dynamic capability and business model innovation,and on this basis,constructs the theoretical model of this study:enterprise network,marketing dynamic capability,business model innovation,and puts forward relevant theoretical assumptions.Then,based on the research model,using empirical research methods,the paper tests and analyzes the theoretical research on the impact of enterprise network and marketing dynamic capabilities on business model innovation,and selects service enterprises as the sample source of empirical test and analysis.Although the existing research has explored the connotation boundary of enterprise network and marketing dynamic capability,and the influence of enterprise network on business model innovation,the research based on the influence of enterprise network and marketing dynamic capability on business model innovation still needs to be deepened and enriched.In addition,the empirical research on business model innovation is still very lacking,mostly staying at the level of theoretical analysis and logical deduction.The specific research process is: Based on the mature scale developed by domestic and foreign scholars,using the method of questionnaire survey,the service industry enterprises in Beijing,Xi'an,Tianjin,Hangzhou,Shanghai,Jinan and other places were investigated,and 263 valid sample data were obtained,then the theoretical model was analyzed by structural equationmodel using statistical software amos21.0,and the research results were obtained.First,the combination of enterprise network and marketing dynamic capability is conducive to promoting and driving business model innovation.Based on the network relationship strength and product R & D process,it is conducive to value creation mode innovation;based on the network density and customer relationship process,it is conducive to value proposition mode innovation;based on the network scale and product R & D process,it is conducive to value creation mode innovation;based on the network centrality and supply chain process,it is respectively conducive to value transmission mode innovation and value realization mode innovation ?Secondly,enterprise network is the most direct basic resource of business model innovation,and marketing dynamic capability is an important driving force of business model innovation.Third,the enterprise network is conducive to cultivating and building the dynamic marketing ability.Through the above research,the research theories in relevant fields are supplemented and deepened in theory,which is helpful to understand the pre influencing factors and specific innovation path of business model innovation of service industry enterprises in practice,further adapt to the influence foundation and organizational atmosphere of business model innovation in dynamic and complex external marketing environment,and build business for service industry enterprises relying on enterprise network resources The dynamic ability of marketing can promote the innovation of business model.