互联网平台企业商业模式创新影响因素研究——基于扎根理论的滴滴出行案例分析

摘要

互联网平台企业通过商业模式创新带来的野蛮式成长,已经颠覆了传统企业成长发展的周期型规律.以滴滴出行为典型案例,以扎根理论为主要的研究方法,充分考虑到互联网平台企业的固有特性,对影响互联网平台企业商业模式创新的因素进行了系统的分析与归纳.通过三级编码归纳得到了影响滴滴出行商业模式创新的六个核心范畴(即关键影响因素),分析给出了各核心范畴的主线,并且对核心范畴之间的关系进行了剖析研究.在案例的基础上,从六个方面给出了互联网平台企业进行商业模式创新可借鉴的经验.%The barbarian growth was brought by business model innovation of internet platform enterprises,Which has overturned the traditional enterprises growth reason.This paper took "DiDi" as an example and used grounded theory to code,compare and refine the collected data,with considering the inherent characteristics of internet platform enterprises.Six core categories were given that included the products or services,the user experience and its gelling degrees,the promotion,the competition barriers,and value chain extension.And then the relations between the six core categories,which decided business model innovation of " DiDi ",were discussed.Lastly,the experience and suggestion from six respects were brought to the internet platform enterprises that would carry out business model innovation.