The Study In Driving Factors Of Consumer-oriented E-commerce Model Innovation

From the start that Taobao erected the Chinese banner of E-commerce afterdefeating eBay, to the "price war" among Jingdong, Gome, Suning, who matched eachother in strength, China’s E-commerce has made a leaping development. However, inthe era with rapid expansion of information and rapidly changing of marketenvironment, the preference of consumer demand changes constantly. Due to thehomogenization of e-commerce mode, the disadvantages caused by low levels o fprice competition has become increasingly prominent, that have brought greatchallenges to the expansion of E-commerce enterprise’s market, the developmentthrough innovative has become an inevitable choice for E-commerce enterprises inenhancing their competitiveness.This paper selected consumer-oriented E-commerce model as the object to stud ydriving factors of innovation. The main content of this study are:(1) In this study, wehave analysised the background of industrial development, combed the theory relatedE-commerce models and its research results at home and abroad, and summarized theelements of E-commerce model innovation.(2)Drawing on the elements of thebusiness model innovation theory and industrial growth momentum factor theory, wehave explained the characteristics of the dynamic factors influencing mechanism fro mtwo aspects. And we have builded a research framework of E-commerce mode linnovation motivation.(3) Selected the Beijing Jingdong Century Trading Co., Ltd.(hereinafter referred to as "Jingdong Mall") to expand the empirical research, we haveestablished a case analysis model, which is the model of empirical research too.(4)Through the questionnaire scoring method by experts, using the data analysis tool o fspss, we have further tested the empirical research model.(5) On the basis of theanalysis of questionnaire data, we have analyzed the principle of establishing theevaluation indicatorsn of motivation, and established the effective evaluation system.And then, on this basis, we have evaluated the effectiveness of the motivating factorsof the innovated model of Jingdong Mall. At last, we put forward suggestions and countermeasures.From the point of view of the official participants of E-commerce and informa lparticipants of E-commerce, adopting the combined method of Theoretical deductio nand Empirical research, this paper seeks to study the effectiveness of E-commercemodel innovation systematically and globally. The author makes this study in the hopeof providing an effective evaluation system for follow-up studies on our E-commercemodel innovation.