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.

摘要： 本文基于大数据对一般经济活动的制造与流通过程的离散化解构和全息化重构的基本思想，构造了大数据驱动的商业模式创新的一个分析单元，分析单元基本要素包括产品、场景和消费者三要素，相对应的价值内容是产品价值、场景价值和个性化价值。基于这个分析单元，通过ZARA、小米和千丁三个案例论证了大数据驱动的未改变核心要素的商业模式创新的存在性，又通过孩子王的纵向单案例分析了大数据驱动的改变了核心要素的商业模式创新演化过程和阶段。本文的主要贡献在于基于离散化解构和全息化重构的大数据思维，为大数据驱动的商业模式创新构造了一个基本分析单元，为分析大数据驱动的商业模式创新提供了一个基本分析思路和工具，以期为企业的商业模式创新实践提供理论指导。