Research On The Business Model Of B2C Electronic Commerce Enterprises Based On The Grounded Theory

With the popularization and application of Internet technology, e-commerce gradually rise,becoming a new industry. Domestic electronic commerce enterprise after nearly 15 years of development has become an important part of the development of the national economy,in the electronic commerce enterprise in the course of its development,a lot of enterprises success,become the industry leader,such as Alibaba,Jingdong Mall and other. But part of the e-commerce enterprises due to blindly follow the trend,free to imitate successful enterprise business model,eventually leading to operation failure,they fail at the same time,we also draw a conclusion, for e-commerce enterprises, combined with their actual business development and market development of the actual situation, using suitable for enterprise own development the business model is crucial.Management guru Peter Deruk once said : "Today’s competition between enterprises, not between the product competition, but the competition between business models" [1]. Along with the development of electronic commerce enterprises,the business model has become the focus of research and attention of academia and business circles,and the successful business model is the key to the development of enterprises. Due to the current academic circles on the definition and elements of business model has not formed a unified theoretical system, which has become a difficulty in the research of business model,and based on the grounded theory,analysis of the internal logical relationship between the grounded theory and business model,combined with the theory of B2 C e-commerce enterprise and business model,the electronic commerce business on the definition and classification, and the domestic research and summarize several major B2 C e-commerce enterprise successful business model,establish the system structure of business model of B2 C e-commerce enterprise,through the specific case of the architecture further validation and application, and effectiveness and practical evidence of the structure of the system.The main purpose of this study is to establish a relevant B2 C e-commerce enterprise business model in the structure of the system,analyzes its business model elements,formation mechanism and function mechanism,to provide a reference for the development of domestic B2 C e-commerce enterprises, can make the related industries and enterprises a clear reference and innovation of business model,enhance the core competitiveness of enterprises, to ensure sustained and rapid development of e-commerce business in China.