Abstract: Based on the basic ideas of discrete deconstruction and holographic reconstruction of manufacturing and circulation process of general economic activities, this paper constructs an analysis unit of business model innovation driven by big data. The basic elements of analysis unit include three elements: product, scenario and consumer, the corresponding value content is product value, scenario value and personalized value. Based on this unit, three cases, Zara, Xiaomi and Chiantin, are used to demonstrate the existence of business model innovation driven by big data without changing the core elements, then through the child Wang's case this paper analyzes the evolution process and stage of business model innovation driven by big data, which changes the core elements. The main contribution of this paper is to construct a basic analysis unit for the innovation of business model driven by big data based on the big data thinking of discrete deconstruction and holographic reconstruction. It provides a basic analysis idea and tool for the analysis of business model innovation driven by big data in order to provide theoretical guidance for the practice of enterprises.