Research On Business Model Of Automobile New Ventures Under The Background Of Experience Economy

After years of rapid development,the automobile industry has sold more than 20 million vehicles annually,and the number of car ownership by consumers has increased sharply.At present,the demographic dividend has ended,the market is facing saturation,new market needs are under-developed,and the automobile industry has entered a period of transformation in products,businesses,and business models.Consumers have increasingly rich driving experience,and their demand for high-quality elements such as automobile functions and culture is increasing.Consumers’ immersive and beautiful experience will be an important link in the future of the automotive industry.One of the reasons for the current market dilemma is that the original business and business models of the current auto companies are gradually not adapting to the market needs of the new transition period.The root cause is that the internal mechanisms of the establishment,evolution and innovation of the business model are not clear enough.Through combing the relevant literature research on business model elements from the perspective of corporate value,business model evolution and innovation,business model analysis tools and Internet economy,experience economy,etc.,using the principle of triangular verification,using single case exploration and induction combined with interviews,participatory observation and other methods,Select BAIC A’s start-ups in the automotive industry for case study analysis,focus on the comparison and exploratory analysis of the core elements of A’s business model at different stages based on the value perspective,and summarize the establishment,evolution and innovation of A’s business model Key reasons and driving forces.In order to effectively analyze the business model and feasibility of Company A,this paper modifies the 9-element analysis tool of Ostwald’s business model canvas into an 11-element analysis framework and a visualization framework analysis tool:including the dynamic balance between the corporate value proposition and the target customer’s core dynamic relationship,four Large module composition and 11 elements.Through the analysis of the tool framework,to a certain extent,it reveals the internal mechanism of the determination,evolution and innovation of the business model of automobile startups.The research results of this article are of positive significance for promoting the transformation and development of auto companies,as well as the research and exploration of the business model evolution and innovation mechanism of auto start-ups.On the basis of case analysis,this article summarizes the experience satisfaction,sharing,interaction and delivery mechanism and its value in both horizontal and vertical transmission.Finally,this article summarizes the research conclusions,expounds the research deficiencies,and looks forward to the future research on the business model of new ventures.