电子商务商业模式研究

A Study on E-commerce Business Model

近年来,我国互联网的快速发展,进而使得企业积极寻找更加有效的商业模式以求得更好的发展,电子商务商业模式就是其中之一。对文献大量检索的基础上,分析了电子商务的模式是由多种要素组成,其中精确描绘的角色、合理的动机以及开启内在价值的计划是组成健全的商业模式的不可缺少的三要素,这与其视角和用途有较大关系;模式种类主要分为五大类,包括:网上商店或服务、网络经纪商模式、价值链服务提供商、广告商模式和虚拟社区。通过分析,认识电子商务模式带来的不仅是交易与管理手段的变化,更是企业结构与运作方式的变革。

In recent years,the rapid development of the Internet in China urges enterprises to look actively for more effective business models to ensure better development,among which e-commerce model is one of the popular resorts. With a large number of literature retrievals,the paper holds that e-commerce model is composed of multifarious factors,including three indispensable elements for a sound business model：the role precisely described,reasonable motivation and the plan that generates internal value,which closely related to the perspective and functions. The model types can be divided into five categories：online stores or services, internet broker mode,value chain service providers,advertising mode and virtual community. The analysis makes it clear that the model brings about not only changes in trade and management approaches,but also reforms in enterprise structure and operation mode.