科研管理

科研管理 ›› 2016, Vol. 37 ›› Issue (7): 81-88.

• 论文 • 上一篇    下一篇

电子商务平台商业模式创新与演变的案例研究

邵鹏,胡平   

  1. 西安交通大学管理学院，陕西 西安710049
  • 收稿日期:2014-06-11 修回日期:2015-09-10 出版日期:2016-07-20 发布日期:2016-07-12
  • 通讯作者: 邵鹏
  • 基金资助:

    基金项目：[HT6SS]〖JP3〗中国工程院信息与电子工程部咨询研究项目《大数据时代的云计算与信息服务业发展》（2013-XX-03，2013,1-2014.6）。

Case study on business model innovation and evolution of e-commerce platform

Shao Peng, Hu Ping   

  1. School of Management, Xi’an Jiaotong University, Xi’an 710049, Shaanxi, China
  • Received:2014-06-11 Revised:2015-09-10 Online:2016-07-20 Published:2016-07-12
  • Contact: Shao Peng

摘要： 基于双边网络效应视角和商业模式创新相关理论，提出电子商务平台商业模式创新的“创新动因-驱动因素-创新效果”研究构念。通过多案例研究得到提升顾客识别、顾客契合、让渡顾客价值、电商生态系统的方法。按照电商平台创新演变阶段进行讨论，认为个性化推荐系统所代表的技术驱动、商业诚信所代表的市场驱动、线上线下整合代表的价值链驱动、以及自组织生态系统代表的范围经济驱动分别是电子商务平台发展各阶段商业模式创新的关键。

关键词: 电子商务, 商业模式, 模式创新, 案例研究

Abstract: Based on network effect perspective and business model innovation theory, research construct of “Innovation motivation –factors - effect" is built for business model innovation of e-commerce platform in this paper. Seven e-commerce companies are taken as research cases, and suggested the ways of customer identification, customer engagement, customer delivered value and e-commerce ecosystem improvement. Then suggestions on e-commerce model evolution are provided from four stages: technology-driven by the personalized recommendation system, market-driven by the business integrity, value chain driven by the integration of online and offline, and economies of scope driven by the self-organizing ecosystems are the key issues in business model innovation of e-commerce platform during the evolution stages.

Key words: e-commerce, business model, business model innovation, case study