A Case Study Of The Evolution Of Social Entrepreneurship Cooperation Network Of JY Company In BOP Environment

Under the background of the global economic slowdown,the mature market pattern is solidified and the competition is increasingly fierce.The huge pressure forces enterprises to continuously explore new fields and develop new markets.In this case,the market value of BOP(base of the pyramid)is increasingly prominent.BOP market refers to the market formed by a large population at the bottom of the pyramid according to the income level and wealth volume.Although the market has a large base,it has been ignored by the mainstream commercial market for a long time because of its low per capita income and generally located in underdeveloped areas,and its commercial value needs to be developed.In addition,in recent years,national policies such as "targeted poverty alleviation" and "industrial poverty alleviation" have constantly guided enterprises to pay attention to and enter this new market with great potential.However,it is not easy to enter and develop the BOP market.Many large-scale enterprises that can easily access the top of the pyramid(top of the pyramid)market have many obstacles when they enter the BOP market,resulting in many enterprises staying in the wait-and-see or donation stage,and the deeper commercial market development and the exploration of new public welfare poverty alleviation mode are seriously hindered.Under this opportunity,some enterprises continue to try to combine their own industrial advantages,through the way of Corporate Social Entrepreneurship(hereinafter referred to as CSE),that is,enterprises pursue economic returns through economic means,while solving social problems creatively,so as to better undertake social responsibility.This paper takes the social entrepreneurship activities of JY company,which has achieved ideal results,as the research object.Based on the perspective of embeddedness theory,this paper uses the exploratory single case study method to conduct systematic research and Analysis on the important issues of how large enterprises enter the BOP market,how to establish a connection with the BOP area from scratch,how to build a set of cross sector cooperation network in line with local needs at a lower cost through network embeddedness.The research results of this paper not only explore the social entrepreneurship mode of JY company,expand the value space of the original mode,enrich the poverty alleviation mechanism,but also help other enterprises to eliminate the cognitive "blind spots" when entering the BOP market,reduce risks and overcome obstacles.Through research,this paper outlines the micro path for top market enterprises to achieve long-term development by providing cooperation framework,resource sharing,deep binding and other forms,introducing core members to make up for their missing roles in BOP regional network.At the same time,it also provides reference for the follow-up scholars to study the field of CSE and construct the cross sector cooperation network in BOP area.