The Cross-Case Study Of "Tao" Brands’ Business Model Evolutionary Path Based On Grounded Theory

As the pioneer of the electronic commerce field in China, the construction and the growth of Taobao platform have a landmark in the history of the electronic commerce.Having created countless sales myths and business miracle in the B2C market, Taobao platform has become the best incubator to the enterprise’s development and brand’s growth. With the help of it and their own efforts, a group of Tao brands stand out in many businesses. Business model is the logic of "profit", is the way to earn money, and the important basis and analysis tool in researching enterprise case. It is composed of multiple organic components, and the value proposition is its core component. Throughout the beginning and end of the "Tao brands" phenomenon, this article tries to discuss the following questions:How did the e-commerce business model of Tao brand enterprises develop? What influence does the change of the value proposition affect tao brands corporate performance? Is there any kind of interaction between different value propositions? That is, this article study the evolution path of business model in the development process of Tao brands e-commerce enterprises based on the electronic commerce value theory.As an exploratory study, this article has the tao brand e-commerce business model as the research content and explores the evolution path of it based on Strauss three phase grounded theory analysis. This research provides a theoretical guide to the deep understanding and practice of the business model for the academic and business circles.