Research On Business Model Of Jingdong Mall Based On Value Creation

The rise of e-commerce has brought changes in consumption patterns.E-commerce has become an inevitable trend in the development of the circulation of commodities,attracting more and more entrepreneurs and investors.Against this backdrop,various e-commerce platforms have sprung up with various business models and have shown a trend of "business is business only,with no thing as electricity".B2C is the business model of selling products and services directly to consumers.B2 C e-commerce business models have their own characteristics,not only to be more innovative but also targeted.Jingdong Mall is the second largest e-commerce enterprise in China.With its unique business model,from the initial stage of its development,it has been losing money for a long time.However,its development continues to grow and its value creation logic deserves further study.This paper takes Jingdong Mall as the research object,explores its business model and evaluates its business model from the perspective of value creation.It hopes to provide reference for the establishment and perfection of its own business model for Jingdong Mall and other e-commerce businesses.Based on the theoretical analysis of the basic concepts of business model and value creation and the relationship between the two,using the case analysis method,through the six financial indicators of the Osterwalder & Pigneur business model nine elements and revenue growth rate analysis of Jingdong Mall,analysis of its business Model and value creation,and compared with other similar B2 C e-commerce companies Amazon and Suning Cloud,summed up the advantages and disadvantages of the business model of Jingdong Mall.The advantages include:(1)Jingdong Mall and suppliers to maintain good relations of cooperation,to ensure low-priced at the same time provide high-quality goods,fully protect the rights and interests of consumers;(2)Jingdong Mall to create their own logistics system,City Distribution Station It covers the major cities in China and launches the distribution business such as "limited time" and "next day",which not only reduces the logistics cost but also improves customer satisfaction.(3)Adhere to the people-oriented business philosophy,With the interests of the first priority,improve after-sales service,the introduction of "pick-up","price protection" and other measures,efforts to solve the worries of consumers.At the same time,it is also found that the business model of Jingdong Mall faces new challenges and some shortcomings:(1)The rapid development of B2 C market and the more open and transparent business model lead to the increasingly fierce competition in e-commerce websites and the increasingly frequent flow of consumers.Thereby affecting the brand of Jingdong Mall,even affecting its relationship with suppliers and product quality and price of supply,eventually resulting in increased procurement costs and unbalanced development;(2)In the cost structure of Jingdong Mall,logistics costs accounted for more Large,while the cost of research and technology accounted for a small proportion,and for the development to a certain size of e-commerce business,science and technology is the basis for sustainable development and profitability.(3)Jingdong Mall main 3C product sales,but consumers lack the experience of physical stores,can't really feel the effect of the purchase of the desired product,so that consumers have some worries for the future.It can be concluded from the research that the main reason why Jingdong mall has been losing money for many years but developing continuously and maintaining a leading position in China's B2 C field is that its business model has great advantages.After several years of development,the business model of Jingdong mall has entered a virtuous circle and become its unique core competitiveness.The conclusion of this paper has reference value for Jingdong Mall and other B2 C e-commerce enterprises,and the research perspective is relatively new.It has certain theoretical value to further study the relationship between B2 C e-commerce enterprise and the value creation.