Research On The Business Model Innovation Of Import Retailers Via E-commerce

E-commerce has brought entirely new business model by upgrading the traditional economy.Import retailers via e-commerce,a branch of e-commerce,has developed rapidly since 2014.Considering the market had great potential,many enterprises have entered this field including start-up enterprises and domestic e-commerce large enterprises.One serious problem is fierce homogenization competition which has caused some weak enterprises broken.In this context,studying business model innovation is a good solution.Import retailers via e-commerce usually involve complicated work,therefore it is reasonable to select business model as the analysis framework of cross-border e-commerce.Based on the “3-4-8” structure system of business model and basic approaches of business model innovation,this paper proposes a theoretical framework especially for import retailers via e-commerce.The model is composed of value propositions(target customer segments,value offering),value network(structure,value configurations),value maintenance(partnership,isolating mechanism),and value realization(revenue model,cost structure).Further,according to the innovation degree,the business model innovation can be divided into four kinds: realizing,adjusting,changing and reconstructing.Taking NetEase Kaola(a representative enterprise of cross-border e-commerce)as the case research object,this paper summarizes the features of business model and innovation path regarding the dynamics of environment and industry life cycle.The business model of import retailers via e-commerce is characterized by several features: generally serving as a platform,prioritizing the operation of the platform,attracting customers as retailers,and establishing mutually beneficial partnership.In terms of business model innovation,different kinds should be adopted based on the conditions.Start-up enterprises should focus on vertical fields.The modification of business model should be careful at the early stage,but it is important for import retailers via e-commerce to improve the trust mechanism and achieve diversification development by constantly business model innovation.