基于扎根理论的共享单车商业模式设计研究——以摩拜单车为例

A Study on Business Model Design of Shared Bicycle Based on Ground Theory——A Case Study of Mobike

利用扎根理论对近100篇关于摩拜单车的文献资料进行三级编码分析,逐步提炼出概念、主范畴、副范畴、核心范畴,构建出由客户价值主张、关键资源与流程设计、盈利能力培育等3个主范畴以及"价值创造"这一核心范畴组成的摩拜单车商业模式设计模型,并在此基础上提出了相应的对策和建议。

Based on the Ground theory,the article,through coded analyzing about 100 pieces of literatures of studies on Mobike,refined out the concept,the main category,the sub-category and the core category of this study,and then constructed three main categories:the customer's value proposition,the key resource and the process design,the profitability cultivation.The study also proposed a design model for the business mode of Mobike,which applies the 'value creation' as its core category.The corresponding suggestions are proposed in this article.