Risk Management Research On B2C Business Model Innovation In China

Since the21century, business model, which has gradually become familiar withthe commercial terms, is becoming the focus of business community and academia,and also gradually shows its importance in the competition of market. As the famousmanagement master Peter·F·Drunker said:" Nowadays, the competition betweenenterprises is not the competition between products, but competition between businessmodels."However, in the era of rapid expansion of information technology, marketenvironment rapidly change, high technology rapidly develops, preferences ofconsumer demand are changing, which posed a great challenge to the continuedoperation and development of enterprises. Especially in China’s E-business marketthis trend is more obvious: The number of enterprises is increasing, the type ofmerchandize is very abundant that includes nearly all the things needed in daily life,the goods and services these enterprises provide is becoming homogenous, all theseleads to lower consumer loyalty. The original business model, which has experienceda relatively stable phase, is facing a qualitative change. In this situation thatopportunities and challenges coexist, it is particularly important to continuousinnovate business model for the enterprises, which want to seize market opportunitiesand achieve the invincible position in the competition.At present the research on the business model of domestic and internationaltheorists theoretical focused on the concept, content and constituent elements, butdoes not form a complete and unified theoretical system as a result of differentperspectives and purposes. However the research about a series of problems in thepractice of business model innovation like how to identify, evaluate and control risk isless, which is difficult to provide practical guidance for the managers to practicebusiness innovation. Therefore, this paper attempts to establish risk indicator andappraisal system for the risk management of B2C business model innovation, so as toprovide a viable and clear thinking about risk management for B2C business modelinnovation.The main research contents includes as following aspects, on the study basis of theexisting business model and innovation theory, this paper describes the content,means and characters of business model innovation. On this basis with the study ofenterprise risk management theory and E-business market environment of China, thispaper describes the means of B2C business model innovation, establishes riskevaluation indicators system, and uses expert opinions and AHP to evaluate its effectiveness, then puts forward the risk management strategy. At last, it makes caseanalysis to vancl’s business model innovation, analysis and evaluates its risk andprovides risk management strategy.The main results of this study include:(1)Paths of B2C business modelinnovation bases on the analysis of business model and its innovation.(2) Anindicators system, evaluate method and management strategy for risk of B2C businessmodel innovation on the basis of business model innovation theory and enterprise riskmanagement theory.