Scenario-based innovation of enterprise business models is more suitable for production-oriented enterprises.

At present, with the rapid changes in the corporate market environment, consumers' personalized consumption characteristics have become more and more obvious, and consumers' consumption demands for enterprises are gradually becoming diversified and diversified. Consumers’ consumption habits have certain exploratory, sudden and phased characteristics. However, judging from the current development of enterprises, most enterprises have failed to follow the development and changes of the times and change the core values ??of the enterprise, resulting in an obvious disconnect and difference between the enterprise's products and consumer needs, resulting in the enterprise's potential to create value not being effectively activated. . In the new environment, corporate business models must innovate and develop from multiple angles, constantly optimize scene characteristics, and reform corporate marketing strategies. This article discusses the scenario-based innovation and marketing strategies of enterprise business models, proposes reasonable enterprise business model reform and development plans, and hopes to provide new strategic opinions for the development of Chinese enterprises.

1 Overview of scenario-based innovation of enterprise business models

1.1 Basic theory of scenario-based innovation of enterprise business models

Scenario-based innovation of enterprise business models is mainly based on scenario theory, business The main goal of model theory and management innovation theory is to promote industrial development and strengthen service innovation, so as to achieve the goal of increasing corporate influence and core value.

(1) Scene theory. The business environment of an enterprise includes five elements: big data, mobile devices, social media, sensors and positioning systems. Enterprise business scenarios refer to the time and space environment where consumers are located. The business context of an enterprise must meet consumers' needs for product experience and development so as to reflect the core competitiveness of the enterprise. Currently, with the rapid development of e-commerce and the Internet economy, enterprise scenarios are tending to comprehensive development that combines online and offline.

(2) The essence of business model innovation is the transformation of value creation logic. Enterprises must introduce scenario elements into conventional business models and explore the business model elements with the help of the basic principles of scenarios. In this way, we can understand the actual needs of consumers for enterprises, reposition enterprises and their development layout, so that enterprises can have good market competitiveness and ensure that enterprises are in line with the development direction of the market.

(3) The general carrier of enterprise business model scenario-based innovation is mobile intelligent devices. Through big data Internet and other related technical knowledge, we can understand the physical and mental state of users when using mobile terminals for consumption, so as to explore consumption Consumers’ scenario consumption expectations, and understand consumers’ future consumption expectations through elements such as consumers’ forwarded comments on social media. Enterprises should use mobile intelligent consumption scenarios to conduct in-depth exploration of consumers, and then reform the enterprise's production and operation model, thereby improving consumers' comprehensive consumption experience.

1.2 Basic elements of enterprise business model scenario-based innovation

The basic elements of enterprise business model scenario-based innovation mainly include the following five aspects:

(1) Enterprise Scenario-based value proposition mainly refers to the fact that in corporate business activities, the products produced by the company must not only have economic value, but also contain experience value and emotional value. In the current mobile Internet era, any consumption behavior is accompanied by certain risks for consumers. Therefore, companies must embed products deeply into consumers’ life scenes, follow the life scenes, continuously refine the functions of company products, and then strengthen the design of the company’s product service chain, thereby improving consumers’ service experience with products.

(2) The subject of value creation. From the perspective of current scenario-based innovation and development, the value of an enterprise’s products and services is no longer limited to the experience brought about by exchanging more products or services under traditional economic conditions. Value and emotional value have become influencing factors in controlling corporate commodity prices. Enterprises must include consumers as the main body of value creation and let consumers' self-emotions serve as value creation concepts, thus reflecting the importance of consumers and enterprises working together to create value. .

(3) The value creation of scenario-based business models depends on the functions that different scenario business models can play, which is specifically reflected in the need for enterprises to use big data technology in consumption management to meet consumers’ historical consumption expectations. Arrange and manage consumption scenarios to enhance online and offline interactions between corporate consumers and present a comprehensive online and offline experience. In this way, consumers' subsequent scenarios can be anticipated in business operations and corresponding scenarios can be designed, thereby encouraging consumers to obtain a pleasant physical and mental experience during consumption.

(4) The key resources of the scenario-based business model are composed of the ecosystem of different consumer groups. After consumers have completed the consumption experience of enterprise products or services, they will decide whether they will experience consumption content again in the future based on their basic feelings of consumption. Enterprises can build more targeted scenario-based experiences based on the audience of products or services. In this way, consumers can complete their consumption experience in an experience situation that is more suitable for them, and companies can optimize their business models in a more targeted way and continuously innovate experience resources.

(5) Use the core competitiveness of the enterprise to complete scenario-based innovation of business models. The core competitiveness of an enterprise refers to the ability of an enterprise to gain more consumers and market shares in business competition. Specifically, it refers to influencing the time, space and emotion of consumer behavior, so that consumers can form specific consumption habits and preferences, and provide product functional value.