基于e^3value的B2C电商商业模式研究——对比分析天猫商城与京东商城  

Research on B2C E-commerce Business Model Based on e^3value:A Comparative Analysis of Tmall and JD Mall

作　　者：李向前 王俊男 LI Xiang-qian;WANG Jun-nan(School of Business,Anhui University of Technology,Ma’anshan 243002,Anhui,China)

机构地区：[1]安徽工业大学商学院,安徽马鞍山243002

出　　处：《广义虚拟经济研究》2020年第4期66-72,共7页Research on the Generalized Virtual Economy

基　　金：国家社科基金一般项目(18BGL029);教育部人文社会科学研究项目(17YJA630045);安徽省哲学社会科学规划项目(AHSKZ2015D49);安徽省高校人文社会科学类研究重点项目(SK2017A0080、SK2018A0069)。

摘　　要：本文基于商业模式价值系统研究视角,采用e^3value可视化研究方法,以天猫商城与京东商城为研究对象,针对进行的价值创造和价值传递途径,对其价值获取方式及其影响因素进行分析。研究发现:天猫商城和京东商城在价值获取上与入驻商家及供应商存在矛盾,需要协调各方关系;在价值传递过程中京东商城有着更加完善合理的传递途径;在价值创造方面B2C电商需要拓展其服务内容,为顾客创造更多的价值。Based on the perspective of value system research of business model,the method of e^3value visualization research has been served in this paper,taking Tmall and JD Mall as the research object,aiming at the way of value creation and value transmission,analyzes the way of value acquisition and its influencing factors.It is found that:Tmall with Settled merchants and JD Mall with suppliers are in conflict in value acquisition and need to coordinate the relationship between all parties;in the process of value transmission,JD Mall has a more perfect and reasonable transmission way;in the aspect of value creation,B2 C e-commerce needs to expand its service content and create more value for customers.

关 键 词：B2C电商 商业模式 e^3value 天猫商城 京东商城 

分 类 号：F713.50[经济管理—市场营销]