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