Research on Network Embedded Strategy in the Initial Stage of Mobile Internet Enterprises

Mobile Internet enterprises are playing an increasingly important role in economic development. However, different from traditional enterprises, network embedding (content embedding, relationship embedding, structure embedding) plays an important role in its start-up stage. This paper adopts the longitudinal single case study method, analyzes the focus of Hangzhou network embedding strategy in three stages (creation stage, survival period, growth period), and its impact on enterprise growth, and draws the following conclusion: First, the main network embedding strategy of Internet startup in the creation period is the relationship network of entrepreneurs, and realizes the preliminary network common cognitive mode supplemented by content embedding; Second, after the existence of a certain user base, the enterprise further expands the network scale through the word-of-mouth effect and secondary communication to improve users’ sense of participation, thus improving users’ stickiness and enterprise popularity. Third, in the growth period, enterprises take advantage of the industry position through the continuous evolution of structural embedded strategy, obtain more resources and information, and improve the strength of enterprises. The research has found the law of network embedding in the initial stage of Internet enterprises, which provides a new idea for the research of network embedding strategy of mobile Internet enterprises.