基于经典扎根理论的商业模式研究

技术和环境的快速变化加快了对商业模式及其创新的研究，然而大量商业模式研究成果对其基本概念仍未达成共识。针对商业模式这一抽象复杂概念，运用经典扎根理论这一质化研究方法对大量商业模式资料进行系统分析；同时对商业模式各种因素之间的关系以及商业模式与战略的关系、商业模式的变革与创新类型进行了深入探讨，得出了具有价值主张核心逻辑的商业模式定义，并构建了商业模式体系，为进一步理论研究、商业实践提供了理论依据。

Research on Business Model Based on the Classical Grounded Theory

The rapid development of information technology and environment had a profound impact on the study of business model and its innovations.However,a lot of research results of business model still didn’t reach a consensus on this fundamental concept.Aiming at this complex concept,this paper uses the classical grounded theory to systematically analyze a great number of business model materials,and discusses the relationship among different factors of business model,especially between business model and strategy and the reform and innovation types of business model,etc.Finally this paper achieves the definition of the business model with the value proposition as the core logic and constructs business model theory system,which will provide a theoretical basis for the further theoretical research and business practice.