Study On The Business Model Of E-commerce Industry Platform Enterprises And The Influence Factors

In the 21 st century, with the further improvement of the national standard of living, the expanding of Internet penetration, e-commerce industry in China is gaining a rapid growth. By the end of 2004, the State Council issued the “Opinions on Accelerating the development of electronic commerce.”, and then our e-commerce industry has experienced a period of explosive growth; in the past 5 years, the average annual growth rate of e-commerce remained at around 30%, maintaining a steady and rapid development momentum; as of 2014, the total market trading Chinese electricity supplier industry reached 13.4 trillion RMB, representing an increase of 28.8 percent compared to last year. E-commerce industry is a product of the Internet age, it is an emerging industry. And compared with the traditional industries, e-commerce industry is formed of two types companies-platform enterprise and the participants of platform, wherein the influence and scale of platform enterprises will directly affect the size of e-commerce participants and transactions.The paper mainly takes the value chain as the starting point to study the platform enterprises in the electronic commerce industry how to provide the service to the participants of the platform, so as to get the development of the platform itself and promote the development of the whole industry. In addition, the paper also analyzes the factors that affect the development of business models based on the case analysis of different platform enterprises. The business models of different electronic commerce platform enterprises are different, and the operating performance of different platform enterprises is also different. The representatives are: to provide trading platform is Taobao mode, to provide self-business and industrial chain services is Jingdong mode is Jumei mode(including the weipinhui, etc.). In our social development, different business models reflect the different growth and different characteristics of the transaction,the platform enterprises also provide different value chain services in the electronic commerce industry. The paper, based on theoretical research and empirical research, combining the case and measurement in the empirical research, combine the business model and value chain of e-commerce industry platform enterprises, from the perspective of value chain to study the formation mechanism of e-commerce platform enterprises business model. The innovation of our paper is: firstly, we take the lead in the development of the social economy to study the development model and enterprise management performance of e-commerce platform enterprises in China. Secondly, in this paper, we study the value orientation and business strategies of the major e-commerce platform enterprises based on the value chain positioning. Thirdly, it can provide reference for the innovation of the business models of the e-commerce industry in the future.Through the study we find: Taobao as the leader of China’s online retail industry, belongs to the value activity reduction style business model. It provides platform for suppliers and consumers, and it is an intermediary between commodity suppliers and consumers in the value chain, and its business model is mainly influenced by the GDP and the Internet. Jingdong belongs to the value activity expansion style business model: it is mainly based on self-business, also slowly allows the third party platform to settle, and occupies a larger share in the market. In addition, Jingdong extends value chain to the consumer value chain, mainly for its downstream consumers to provide services; its business model is mainly influenced by the total retail sales of social consumer goods, and the country’s financial revenue. The business model of Jumei is value activity innovation style, mainly in the form of buying and selling brand products to consumers and providing excellent goods at a lower price, innovating the original value activities. Its business model is mainly affected by the restriction of consumer value orientation and social economic development level. Through the empirical research, we also find that in the current the consumers are more likely to the Taobao type. But with the social market economy development and people’s living standards rising, with Jingdong constantly improving the integration of industry chain service, and with Jumei innovating its value activities, brand marketing, and other aspects of innovation, Jingdong and Jumei They are more and more favored by consumers, which reflects the great growth. Through the research of this paper, we can make a more clear understanding of the formation process and the main factors of the main business model, we can also provide a reference for the development of the platform enterprises, so as promote the healthy and sustainable development of China’s e-commerce industry. The business models of E-commerce platform enterprises are restricted band guided by the social economic, and also a new economic form in the continuous development of progress. Along with the development of social market economy, people’s choice and judgment of value is also in constant improvement and progress, and their pursuit of value also reflects the social and economic progress direction.