Study On The Innovation Of E-commerce Business Model In China Eastern Airlines

Innovation of business model means to make expensive merchandise cheaper,cheaper ones free and complex ones simple.(Mr.Zhou Hongwei,2013)Products like Wechat,360,MIUI and platforms like Tmall,Jingdong,vip.com are of this kind.They subvert traditional business model and make huge profits as well as distinctive competitive advantage.What's more,they provide products and services which were expensive to consumers in lower price or for free.This kind of innovation not only maximize the values of enterprises,but also of customer.Based on the status quo of operation of the E-commerce platform of China Eastern Airlines(CEA)and by using business model innovation theory,this thesis analyze the unmet demands of our customers and actions taken to integrate the resources inner and outer of CEA,in order to create a new business model for the E-commerce platform of CEA which will facilitate our customers get all kinds of products for air travel at lower prices and in convenience.In this thesis,document analysis method,deductive and inductive approaches,PEST analysis method and SWOT analysis method are adopted to research the innovation to the E-commerce platform of CEA.Firstly,starting from the research in E-commerce,platforms and business mode innovation,and by reviewing the business model elements theory,the business model innovation of E-commerce platform will be systematically analyzed,and will be used as the research support of this article.Secondly,the status quo and exiting problems in the E-commerce platform of CEA will be discussed,and by analyzing the values of platform products,business strategies,market positioning,marketing,operational management,resource integration,profits and revenues,cost control and capital operation,we will try to find the existing problems during the operation of the E-commerce platform of CEA.Thirdly,we will analyze the motivations,obstructions,principles,thinking,methods and approaches for the innovation of the E-commerce platform of CEA.And finally,through the above analysis,the business innovation will be concluded and discuss the business model innovation of the E-commerce platform of CEA.The possible innovation in this thesis will be : 1)construction of suitable business model of the E-commerce platform of CEAIR,on the basis of the theoretical analysis and documentary research;2)clear route description to the business model element innovation in order to clear the logic of the business model innovation of the E-commerce platform;3)provide theoretical reference to state-owned enterprises who are in need of business model innovation.