Research On The Innovation Path Of China's Cross-border Electric Commerce Platform Enterprises ' Business Model

With the rise of Internet Information technology and logistics network,the import and export between countries are more frequent,countries ' manufacturers find ways to sell their products to countries around the world,and consumers in different countries also use the products of low quality and price,which promotes the rise of Cross-border e-business in the world.From the policy point of view,the Cross-border electricity trader becomes "The Belt and Road Initiative;" the economic policy the perfect foothold,also has opened the supply side reform the channel;at the same time,in order to support the development of this industry,the country has put forward many preferential policies.From the economic environment,the domestic traditional enterprises have begun to layout cross-border exports,emerging countries,the market industry has been rising,the potential is enormous.This paper starts from the scale,structure,supply and demand,competitiveness and other aspects of the current development of cross-border electricity dealers,found that the Cross-border electric power industry for nearly 5 years,to 20%of the speed of steady growth,2017 to 7.6 trillion;export-oriented,B2B and B2B,the proportion is nearly 4:1.And three major economic characteristics,long tail effect,scale economy effect,network effect.Then,combining the destructive innovation theory and the value chain and the value net theory,we can get the innovation path through constructing the value system of the higher customer value and making the profit through the reasonable value acquisition system.We chose the fast selling and orchid pavilion as the contrast case enterprise,the discovery of fast selling as an open platform enterprise,mainly through the long tail of channels,advertising,such as the long tail of the implementation of innovation,this paper puts forward some suggestions on the angles and directions of innovation,including the whole innovation from the system angle,through the innovation of the new long tail,through the innovations of the four-step framework,through the innovation of the value net model,and puts forward that we should consider the relative value acquiring way and overcome the cost structure.