| As the Chinese economy is becoming increasingly mature,explosive business opportunities on the emerging markets are constantly decreasing and competition between industries is getting intensified all the time.Meanwhile,the application of the Internet has become more and more popular.The internal features exclusively possessed by the Internet such as openness,regionalism,low cost,globalization,high efficiency etc.are recognized by an increasing number of enterprises.As a consequence,enterprises urgently hope to achieve successful transformation with the help of e-commerce so as to gain further development in the fierce market competition.However,"opportunism" no longer works in the 21st century.For Chinese enterprises,the age that creative business models prevail has arrived.In such an age,only with innovation of business models may enterprises make new and greater achievements.After reviewing research achievements on business model made by domestic and foreign scholars and theoretical knowledge related to business model,the paper makes a case analysis of Guangzhou Vipshop Information Technology Co.,Ltd(hereinafter referred to as Vipshop),a rising star in the e-commerce industry during recent years.The paper analyzes the business model of Vipshop with the "3-4-8",framework of business model put forward by domestic scholar Yuan Lei and his cooperators as the theoretical basis.The paper conducts a detailed analysis of the application of the four component units of the "3-4-8" framework of business model,namely value proposition,value network,value maintenance and value realization,in the Vipshop case.Moreover,the business model of Vipshop is compared with the business models of other similar e-commerce enterprises.Then,by analyzing Vipshop’s business model and comparing the business models of other similar e-commerce enterprises,the paper finds out problems existing in each component unit of Vipshop’s currentbusiness model.In the end,the paper comes up with suggestions to improve problems of Vipshop’s business model and summarizes the experience of its business model.By analyzing Vipshop’s current business model,the paper arrives at the following conclusions:The core competitiveness of Vipshop mainly lies in two contents,namely "service" and "bargain price";As the largest e-commerce website with special offer in China,Vipshop functions as a shopping guide;Vipshop’s profits mainly come from online merchandise sales;Vipshop’s profit leverage includes the purchasing pattern,storage pattern and delivery pattern.As an e-commerce website that has achieved miraculous success,though the development history of Vipshop is not very long and information available for research is quite limited as well,yet it is still an enterprise with great significance of research,learning and reference.The paper’s explanation might not be comprehensive and profound enough,but the author still hopes to provide e-commerce enterprise owners with some help and enlightenment,and provoke deep thinking and reflection among the readers through the paper’s exploration on Vipshop’s business model. |
