Research On The Evolution Mechanism Of Internal Marketization Of Internet Enterprise From The Perspective Of Business Model

In order to adapt to the rapidly changing market environment and further improve enterprise efficiency,internal market-oriented practices have become the reform direction of many modern enterprises.In this context,many domestic and foreign scholars have conducted extensive discussions on internal marketization,but the transformation of internal marketization is a relatively complex process.Previous research has rarely viewed the entire process of internal marketization from a dynamic evolution perspective,and lacks a certain systematic perspective;Meanwhile,most studies focus on traditional enterprises.Based on existing research,this article introduces a business model ecological interaction perspective,focuses on the evolution process of internal marketization in internet enterprises,constructs a model of internal marketization evolution mechanism,and proposes practical suggestions for enterprise transformation.This article first reviews and summarizes the relevant research on internal marketization,business models,and ecosystems,and finds that there are still shortcomings in the relevant theories of the evolution mechanism of internal marketization;Next,this article adopts a single case study method,focusing on the evolution process of internal marketization in L Enterprise’s customer service department.The research ideas are designed,and after collecting second-hand data,first-hand data is obtained through in-depth interviews;Then,according to the data processing method of Grounded theory,the evolution model of enterprise internal marketization business model is obtained;Finally,based on the theoretical model constructed in this article,relevant suggestions are provided for the internal market-oriented transformation of modern enterprises.This study has two main research findings.1.The internal and external market environment of enterprises and its changes have created conditions for the evolution of internal marketization,and the possibility of establishing internal markets and the functional areas established are all influenced by environmental factors;At the same time,internal marketization does not repeat transactions according to a given structure,but reflects the dynamic characteristics of iterative evolution of business models.Its dynamic process can be characterized as changes in the three major business model elements of value proposition,core resource capability,and pricing model.Similarly,the evolution process of internal marketization cannot be separated from several supports from the internal organizational environment.2.The ecological transformation of internal organizations may exist under certain conditions,and their presented characteristics are consistent with those of external ecology.Therefore,research on internal and external ecology can be incorporated into a common theoretical perspective;However,before inclusion,it is necessary to carefully verify whether the internal selection environment conforms to the three major characteristics of member subjectivity,relationship attachment,and boundary openness;By verifying the effectiveness of two cross organizational boundary concepts(ecosystems and business models)in organizational contexts,the trend of diluting internal and external boundaries of organizations in the literature is echoed.