电子商务模式与价值创造

E-commerce Model and Value Creation

根据电子商务模式的组成结构,总结现有电子商务模式分类。按照Markides的分析框架,从商业模式的三个组成部分—目标顾客、提供什么、如何提供—出发,探讨互联网电子商务、移动电子商务和物联网电子商务的价值创造过程。揭示电子商务价值创造背后的逻辑,为实践者设计电子商务模式提供理论参考。

Based on the elements of e-commerce models,this article summarizes existing studies on e-commerce model classification.According to the analytical framework of Markides,it explores the value creation processes of web-based commerce,mobile commerce and internet of things.This study highlights the general logic of value creation processes in e-commerce.Also,it provides theoretical implications for e-commerce designing.