Platform-based Import E-commerce Business Model Study

In 2014, as a branch of e-commerce, cross-border e-commerce generated and had a rapid development after e-commerce’s ten golden years. Import e-commerce’s growth rate is far exceeding the growth rate of export e-commerce. Confronting such a huge market, the domestic e-commerce suppliers are interested to try. Among those, platform-based commercial model is widely accepted. Based on such situation, this article is going to study the platform-based cross-border enterprise business model.First of all, by the reference of the four interface business model theory, the virtual value chain theory and general framework of retailing business model theory, author proposed the theoretical framework of this study. The dominant business model is divided into three interfaces, one is dominant customer interface(sales and service process), recessive customer interface(attract-investment process) and internal interface(internal construction process). Then analysis the case’s three interfaces, include dominant customer interface(product type and quantity, quality and price of products, additional services), recessive customer interface(assigned to the type of business, investment approach and services in cost) and an internal interface(technology development intelligence support, ecosystem construction). At last, this article is going to try conclude the feature of platform-based cross-border enterprise business model.