我国电子商务商业模式动态演变:基于内容分析法的纵向研究

Dynamic Development of Business Models for E-Commerce Enterprises:A Structural Content Analysis

以艾瑞咨询平台上2003-2012年11 840条我国电子商务行业新闻报道为基础数据,通过应用内容分析法纵向分析价值主张、产品服务、价值网络等商业模式核心构件的变化,研究了近10年来我国电子商务商业模式的演变路径和趋势。研究结果发现,我国电子商务商业模式一直以产品低价的效率型价值主张为主基调,经历了服务模式、产品模式和创新模式三个发展阶段,目前开始趋向采用新颖型价值主张,以电子商务社交化等形式实现差异化战略。

E-commerce industry in China has developed rapidly in recent years. Due to intensive competition,E-commerce is a low profi- table industry, thus companies have been exhausted with price wars to snatch customer resources. More and more E-commerce companies Start to place emphasis on superior service, such as extending product categories,launching customization and personalization and etc. It is noticed that E-commerce companies in China have switched their value proposition from providing efficiency to a more complicated fash- ion. Here we provide an evolutionary perspective of value proposition, which is the core of the concept of business model, and other related constructs of interest. Based on a longitudinal study by analyzing 838 pieces of news between 2003 and 2012 on the industry, this explorato- ry study shows an explicit and reasonable changing trend of value proposition and also presents the underlying logic of the co-evolutionary change between the constructs composing business model.