Research On The Evaluation Of B2C Eretailers’ Business Model

The competition among enterprises is no longer on the products, but is on the business model. When facing the rapidly changing competitive environment, the enterprises should evaluate the strengths and weaknesses of their business models constantly, and make improvements to adapt to the changes. However, the research of business model mostly focused on the definition, elements and innovation, the research of business model evaluation is quite not plenty. In order to establish a business model evaluation system which is suitable for the B2 C E-retailers, this paper applies the theory of business model to the B2 C E-retailers. On the one hand, it can deepen the understanding of the key influencing factors for B2 C E-retailers’ business model. On the other hand, it can evaluate the business model of B2 C E-retailers, and help the enterprises to improve their business model. This paper studies the B2 C E-retailers’ business model mainly from these three aspects:Firstly, through the analysis of B2 C E-retailers’ business model, this paper makes clear the behavior subjects of B2 C E-retailers’ business model—the B2 C E-retailers, the providers, customers and other third party enterprises, extracts the main value activities of B2 C E-retailers, and illustrates the value relationship between the behavior subjects. Meanwhile the paper analyzes the profit mechanism of B2 C E-retailers’ business model.Secondly, based on the analysis of B2 C E-retailers’ business model, by reviewing the literature and discussing with research team, the paper designs the evaluation system based on the nine business model elements which is put forward by Osterwalder, and determines the evaluation indicators, including 4 first grade indicators, 9 second-grade indicators, and 20 third grade indicators. Then, using the AHP, according the judgment matrix given by the experts, the author calculates the weight of the indicators to establish a business model evaluation system which is suitable for the B2 C E-retailers.At last, the paper applies the fuzzy comprehensive evaluation method to the business model evaluation system, selects JD and Amazon as the samples to evaluate their business model. By comparing the evaluation results, analyzes the strengths and weaknesses of their business model, and puts forward the suggestion for JD’s business model based on the evaluation results. Meanwhile, the use of the business model evaluation system can verify the feasibility of the evaluation system.Through the analysis of the B2 C E-retailers’ business model, the paper establishes a business model evaluation system which suitable for this kind of enterprises, and perfects the research of business model. For investors, the evaluation results of the sample enterprises’ business model can help them evaluate the future profitability and investment value of the enterprises; for the sample enterprises, it can help them understand the implementation effect of their business model, find the weakness in the business model, and make business model innovation; for the competitors, it’s a good lesson, can help them avoid the same mistake and clear its own direction in the future development.