大数据在淘宝网电子商务模式创新中的应用研究

Study on the Application of Big Data in Taobao's E-commerce Mode Innovation

淘宝网拥有中国B2C市场57.6%和C2C市场96.5%的份额,是最早将大数据运用于商业化的互联网企业之一,其在大数据领域的实践及其在大数据推动下进行电子商务模式创新,对其他的电商企业具有很好的借鉴作用。本文对淘宝网发展现状及其大数据战略布局的重要进程、大数据应用及其带来的电子商务模式创新进行了分析,从产品和服务、电子商务网络基本架构、核心资源能力和盈利模式等方面详析了其大数据电子商务模式,对未来的研究做了展望。

Taobao.com is one of the earliest Internet company who used big data for business purpose, with a market share of 57.6% in China＇s B2 C business and 96.5% in C2 C business. Its practice in big data field and E-business model innovation based on big data has provided an excellent reference to other companies. This article analyses the strategic procedure of its big data usage as well as its innovative e-commerce model from the aspects of products and services, basic framework of e-commerce network, core resources competence and abilities to get benefit. At last, an expectation to the future research has been put forward.