How did Scene Empower Business Model Innovation Through Value Dominant Logic Evolution Based on Competitive Strategy Selection?Case Study of Xibei Oat
The essence of business model innovation was to solve users'pain points,explore users'itch points,and create users'satisfaction points guided by the company's vision and mission,achieving three-dimensional creation of three types of values,which were product function,service utility,and scenario experience.In the fierce market competition,there had become a focus of attention in the industry and academia how to break and establish framework of business models based on competitive strategy selection and value dominant logic evolution to seize market opportunities and em-power business model innovation.The essence of business model innovation was a process of dynamically creating value for the value dominant logic evolution based on competitive strategy choices,in response to the constant disruption of the external business environment.In the era of scenes,business model innovation had become a strategic choice for enter-prises to respond business environmental changes.Business model innovation not only provided opportunities for enter-prises to survive and develop,but also affected the overall direction of industrial development.The existing literature lacked the discussion on empowering business model innovation for the evolution of value dominant logic based on competitive strategy selection in the scenes.However,in the era of scenarios,the selection of competitive strategy for enterprises had become an inseparable topic for business model innovation,and it was urgent to build a corresponding theoretical system to guide the practice.This study incorporated scenes into the research perspective,based on the theory of scenario adaptation,competitive strategy theory,value dominant logic theory,business model theory,and Schumpeter innovation theory.It explored and ex-tracted scenes based on competitive strategy selection,and empowered business model innovation mechanisms and paths for value dominant logic evolution.There were found that:(1)Enterprises utilized users'spatiotemporal consumption ex-pectations and their changes as navigation markers,choosing competitive strategies as the direction,and evolved value dominant logic into route empowerment business model innovation to form actual tracks.(2)In the stage of product mar-ketization,enterprises took cost leadership strategy as the dominant strategy,utilized the logic of product function value dominance,and empowered business model innovation through scenario contextual standardized configuration,forming a perceived market ability to solve pain points.(3)In the stage of service branding,enterprises took differentiation strategy as the dominant strategy,used service utility value as the dominant logic,and empowered business model innovation for scenario contextual personalized configuration,forming the perception market ability and learning absorption ability to ex-plore itching points.(4)In the experiential stage of scenes,enterprises took centralized strategy as the dominant strategy,utilized the logic of experiential value as the dominant logic,and empowered business model innovation for scenario con-textual dual path configuration,forming the ability to perceive the market,learn and absorb,and innovate and restructure to create pleasant points.At different stages of enterprises development,the three-dimensional creation of product functional value,service utili-ty value,and scenario experience value could be achieved through scenario contextual standardized configuration,scenario contextual personalized configuration,and scenario contextual dual path configuration.Scenario configuration originated from the theory of supply and demand matching,specifically referring to the three-dimensional adaptation of"business scene-consumption demand-business context","Business scene-consumption habits-business context",and"business scene-consumption preferences-business context"to meet the consumption needs,habits,and preferences of suitable cus-tomers at the appropriate time and space.The choice of enterprise competitive strategy relied on the coordination of the contradictory movement between user's"consumption expectations"and enterprise's"supply reality"to form a value domi-nant logic,enabling enterprises to seek the contact point that empowered business model innovation.There were selections of competitive strategies based on scenes and the evolution of value dominant logic that enterprises solving pain points,ex-ploring itchy points,and creating refreshing points for different configuration methods of scenario context,to form an inno-vative effect of"appropriate time-appropriate space-appropriate customers-appropriate products-appropriate experiences".
competitive strategy selectionvalue dominant logic evolutionscenario business model innovationdy-namic capability
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