Research On The Business Model Innovation Of E-Commerce Platform Enterprises In China

In recent years,the development of the Internet has promoted the development of the e-commerce market,and the scale of online consumption of residents in our country is also expanding,E-commerce platform enterprises are springing up in people's eyes,and market competition is fierce.If e-commerce platform enterprises want to survive in the market,the most important thing is to carry out the business model innovation.Many ecommerce platform enterprises are aware of the importance of the business model innovation,but they often stay on the surface,and they do not explore the internal mechanism of the business model innovation from a deeper level.This article analyzes the core elements of the business model innovation of e-commerce platform enterprises by the literature review and combining the characteristics of e-commerce platform enterprises,and extracting four elements of the business model innovation of the ecommerce platform enterprise:value proposition,value creation,value network,value maintenance,providing a theoretical framework for case studies below.Then using the grounded theory for case studies,the grounded theory pays more attention to the quality of the case selection rather than the quantity.Therefore,JD,the typical representative of the e-commerce platform enterprise,is selected as the case study of this article.Through multi-directional collection of case data,using three-phase coding of grounded theory explores the internal mechanism of the business model innovation of the e-commerce platform enterprise.Due to the workload of coding is too large,this article uses NVivo11 software for open coding,extracting a total of 200 first-order concepts,79 second-order concepts,and 30 categories.Secondly,we use the paradigm model to encode the spindle,extracting 8 main categories:“social responsibility”,“customer experience”,“product service innovation”,“leadership”,“brand”,“partner”,“Internal management”,“value network management”.Finally,we summarize the core category through data review and coding analysis:customer experience-driven business model innovation,building an internal mechanism model for the business model innovation of e-commerce platform enterprises,and tested the model for theoretical saturation.In the process,there are no overlooked elements,so the model is relatively saturated.This article uses NVivo11 software to analyze the correlation between customer experience and elements of the business model innovation in the analysis of research results.The results of data analysis show that:customer experience and external environment,value proposition,value creation,value network,value maintenance showing a strong correlation,and then summed up the path of the business model innovation of e-commerce platform enterprises in China: determine the value proposition through the customer experience,the customer experience throughout the value creation process,building a value network based on the customer experience,realize value maintenance through the customer experience.