Research On C2B Cross-border E-commerce Business Model Innovation In Community Economy Context

Since the birth of cross-border e-commerce shopping mode,its business model has also been in innovation: firstly,B2C(business-to-customer)mode has evolved vertically into C2B(customer-to-business)mode,then C2 B mode has undergone the horizontal evolution of personalized customization,aggregation of demand,and reverse purchase mode with balanced demands.In recent years,with the development of Internet media,the concept of community economy has been gradually improved,the deficiencies and problems of C2 B model came to highlight.The new thinking of community economy business model has also brought new challenges and new directions to the traditional C2 B model.This paper selects C2 B cross-border e-commerce enterprises with successful business model innovation under the background of community economy: Kaola,as a research object,divided its business model innovation into three stages,analyzing the characteristics of the business model innovation,including problems,elements and the driving force,based on the innovation and driving force of interaction,summarized its three stages of business model innovation mechanism model,then analyzes the realization of the business model innovation path,and the value of innovation path to business model innovation.This paper summarizes the existing literature and relevant theories on community economy,C2 B cross-border e-commerce and business model innovation involved in the study,and sorts out the qualitative research analysis method--grounded theory.Secondly,analyzes the development of community economy,the evolution of C2 B cross-border e-commerce business model,the problems it faces in the context of community economy and the direction of innovation.Then analyzes the case enterprise purchase of business model innovation evolutionary stages,the evolution of innovation can be divided into exploration stage,adjust stage and change iterative phase,using grounded theory summing up the characteristics of business model innovation,build its business model innovation theory model and the model of the path.The research results show that: first,the business model innovation of Kaola has undergone three stages of evolution,named market-oriented imitation innovation,demand-oriented optimization innovation,and subversive innovation of system reconfiguration.Secondly,in view of the three stages of different types of business model innovation,Kaola’s business model innovation path,under the background of the new forms were used respectively to platform build path,customer orientation type relationship reshape-update path value proposition,and promotion-function orientation drainage plate update-business system reconstruction path.Finally,if enterprises want to effectively carry out business model innovation under the background of community economy,they must pay attention to consumer centrality,guide production by demand,expand the application dimension of community,and reconstruct business model system.This study expands the content of business model innovation under the background of community economy and has certain positive significance for guiding the practice of enterprise innovation business model.