| Recent years are an important period for the development of e-commerce in China.The environment for e-commerce has been improved and the turnover of onlinetransactions increases rapidly year by year. At the same time, the online shoppingmarket is booming and more and more e-commerce enterprises are joining in. As aplatform for e-commerce transaction, online shopping mall enterprises have sprung upand they are absorbing the focus from the capital market and customers. In China,given an innovative technology and business model, these enterprises are not runningat a profit and their future is still not foreseeable.Under these circumstances, this paper undertakes studies in depth of onlineshopping mall enterprises. It analyzes the status of e-commerce and online shoppingmarket with full and accurate data. In the meantime, it analyzes in detail thedevelopment of the online shopping mall with case studies from such aspects as theproducts and services, business processes, organization structure, and theopportunities and threats the enterprise are faced with. Based on the theories of valuechain and value system, the paper also analyzes the value chain of online shoppingmall and proposes the value chain structure and characteristics of online shoppingmall enterprises.In addition, considering the competitive environment of online shopping mallsand their special business model, the paper concludes that the franchise strategy andinteractive marketing should be maintained so as to integrate the value chain andbring more value to customers. |
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