A Study On The Business Model Of Cross-border E-commerce Platform Based On Nvivo Application

China’s cross-border e-commerce trade has entered a stage of rapid development since 2013.In the first half of 2018,it accounted for 31.87% of China’s total import and export trade,playing an increasingly important role in China’s foreign trade.Under the background that China’s disposable income has risen year by year,the consumption concepts and consumption patterns have undergone profound changes,the import cross-border e-commerce trade has shown a steady growth trend.Many import cross-border e-commerce platforms have been established and developed with the help of national favorable policies,among them,the NetEase Koala platform,which was launched in 2015,took the lead in market share in only two years.The research on its business model is of great significance to the development of cross-border e-commerce in China.With the slogan of “100% Genuine”,NetEase koala platform has chosen the self-operated leading business model with the rich resources and financial support of NetEase.It has deployed a high-quality supply chain in the world and reached cooperation with relevant government departments at home and abroad to achieve the purpose of strict quality control of the supply of goods,and by using this as a publicity focus on customer marketing,it has won many domestic loyal customers.This paper first reviews the literature review of the cross-border e-commerce model,and then studies the relevant theories of the business model.On this basis,it analyzes the typical business model of the cross-border e-commerce platform.Then based on the grounded theory analysis method,the Nvivo software is used to analyze the core elements of the Netease koala business model,and the internal core elements(C1)consisting of key business(F1)and core resources(F2)are obtained,and the important cooperation(F3),The external core element(C2)consisting of customer relationship(F4)and channel access(F5),the value obtained by value proposition(F6)leads the core element(C3),on the basis of which the business model dynamic model is proposed For the development of NetEase koala,this paper puts forward corresponding suggestions such as diversifying business models and creating unique supply chain advantages etc..