The Research Of B2C E-Commerce Business Model Based On System Dynamics

Business model is an abstract rational cognition about how corporation created, delivered and obtained value. It is regarded as the core competitive advantages of an enterprise. Based on the perspective of value creation, this paper focuses on the business model of B2 C e-commerce, and tries to figure out how to establish a business model, in order to bring sustainable value creation for businesses and effectively promote the healthy and sustainable development of the businesses of B2 C e-commerce. Firstly, based on the review of the related researches of business models and e-business models, this paper analyzes components of business model of B2 C e-commerce and explores their relationship. Then, we divide e-business model of B2 C e-commerce into three sub-models: value proposition, value creation and delivery, value capture. Based on this analysis, we build the system dynamics model of business model of B2 C e-commerce. Lastly, we analyze this model using System Dynamics with qualitative and quantitative research, exploring value creation process and the dynamic process of this model.The main research findings are listed as following:(1) we analyze value creation process and the dynamic process of e-business model of B2 C e-commerce using SD, and get the important factors that influence this model;(2) customers are the core component of e-business model of B2 C e-commerce, customers' demand is the fundamental for the businesses of B2 C e-commerce. Thus, cultivating customers' loyalty is the key for the profitable and sustainable development of the businesses;(3) businesses' size growth has no significant influence for the B2 C businesses' development in the next few years, taking open strategy of the platform has a significant impact on businesses' income and profits.