低端市场颠覆下后发企业商业模式创新路径研究

现有低端市场颠覆下后发企业商业模式创新研究多从要素创新和流程重塑视角，分析其在企业价值提升中的重要作用，而缺乏对商业模式创新路径的深层次思考，以及低端市场中后发企业如何凭借商业模式创新颠覆在位企业行业地位。为此，将颠覆式创新理论和商业模式创新理论相结合，基于低端市场研究背景，采用单案例探索性研究方法，以长城公司为案例样本，对低端市场颠覆下后发企业商业模式创新路径进行分析。结果发现，低端市场颠覆下的后发企业商业模式创新路径一般经历细分市场切入、价值网络重构、市场格局颠覆、竞争壁垒构建4个阶段。

Research on the Business Model Innovation Path of Late Developing Enterprises Under Low-end Market Disruption

Existing backwardness of Low-end market disruption under the business model innovation of latecomers by more elements and process perspective of reshaping its important role in enterprise value, Lack of in-depth thinking on business model innovation logic, it is urgent to study how latecomers in the low-end market subvert the industry status of incumbent enterprises by virtue of business model innovation. Therefore, this study combines the theory of disruptive innovation with the theory of business model innovation, based on the lower end of the market research background, using the exploratory single case study method, take Great Wall company as the case sample, this paper carries out an in-depth analysis on the business model innovation path of late-developing enterprises under the low-end market disruption. The results show that the business model innovation path of late-developing enterprises under the low-end market disruption is generally experienced four stages, including market segmentation, value network reconstruction, disruption of market structure and construction of competition barriers.