Online Retail Business Model Innovation

As the concentration of the development in internet industry in recent years, internet retailing gets more and more attention in industry and academic circles. Because the enterprises enter the internet retail market is of great difference before, there is great differences between and uncertainty to business model of this industry field by academic circles. Internet retail development in recent years experienced some setbacks and circuitous.Today, the rapid development of its business models still exist in many of the risks and crises. Clear understanding of companies in a variety of innovative business models on the details of the various companies to sort out the implementation process of innovation can not only help to further analysis of future industry trends and market opportunities, but also help scholars to understand the current industry dynamics, appling existing theories and ideas through the interpretation and analysis of the phenomenon and the industry practices.This essay attempts to study domestic internet retail enterprises including Taobao Mall,360buy Mall, Vancl by grounded theory. through desktop research and interviews to explore them in the face of competitive pressures,business development bottleneck how to transform their internal and external partners to achieve business model. This essay accesses to the commons and regularity of internet retail companies'bussiness model innovaiton by analysing the causes, coping ways, the implementation process at different levels and different aspects. Based on in-depth study of three companies and dozens of internet retailers at home and abroad in the past10years, I summarize a set of the basic paradigm of innovative online retail business business model. This approach is comprised of the control environment, format model, governance structure, operating system comprehensively and more accurately interprets the current business model innovation and enterprise in the implementation of the entire process of innovation systems.I hope this paper can realize deeper thinking and research in internet retail, and even for e-commerce industry.