摘要
以滴滴出行为例,运用扎根理论三级编码对现有资料进行研究,逐步提炼出概念、初始范畴、主范畴、核心范畴,研究和探索滴滴出行的商业模式创新路径,得出滴滴出行在信息对称、营销策略、产品与服务、企业价值链等方面实现的商业模式创新,在此基础上提出了"互联网+"环境下商业模式创新路径对策与建议。
This paper took＂Di Di Taxi＂as the example and used grounded theory to code,compard and refined the collected data,gradually refined concepts,the initial category,main category and core category. By researching and exploring the business model innovation path of＂Di Di Taxi＂,it concluded that＂Di Di Taxi＂has realized business model innovation in information symmetry,marketing strategy,products and services and enterprise value chain. In the end,it analyzed business model innovation paths of ＂Di Di Taxi＂.
出处
《软科学》
CSSCI
北大核心
2016年第7期30-34,共5页
Soft Science
基金
江苏省教育厅基金项目(20135JB6300002)
关键词
互联网+
商业模式创新
扎根理论
滴滴出行
＂internet ＋ ＂
business model innovation
grounded theory
Di Di Taxi
