Research On The Change Path Of Business Model Of Electronic Business Enterprises Embedded In Block Chain Technology

At present,the popularity of Internet technology in China has increased year by year.The emerging e-commerce enterprises have changed the way of life of the people and become the pillar industry of China's national economy.However,with the evolution of the industrial life cycle,the e-commerce industry has entered a mature period.There are many problems in the development of e-commerce enterprises.It is urgent to seek new business models to creatively change the overall status quo of the industry.As a leader in the domestic e-commerce industry,JD Mall has a business model of self-operated business and third-party merchants.Therefore,this article selects the representative JD Mall,as the research object,and studies on its business model innovation.This will enable a more comprehensive and thorough analysis and provide resolution of the current problems and dilemmas in the e-commerce industry.Through the study of literature and case studiessuch as business model and innovation theories,it can be found that the embedment of new technology is the most effective way to innovate business models for JD Mall at present,and it can creatively and completely change the existing business models.As the world's most popular distributed accounting technology,block chain technology can achieve decentralized processing.However,currently,this technology is mainly used in the financial industry.The research on the embeddment of block chain technology in the e-commerce industry is relatively quite less.Based on this,this paper attempts to analyze the impact of block chain technology on the innovation elements of business model,making technology as a driving force for business model upgrade and innovation,so as to complete the research on the business model innovation path for the e-commerce industry by block chain technology.Through in-depth interviews with JD Mall internal employees,suppliers,and senior consumers,and the existing problems existing under the current business model from the perspective of internal and external stakeholders,combined with the analysis of its strategic positioning so as to come up with a more comprehensive analysis to the dilemma the JD Mall is about to resolve.Based on the characteristics of block chain technology,this paper is to make a scientific assessment by using the fuzzy comprehensive evaluation method to the feasibility of the innovation path of business model of ecommerce enterprises based on block chain technology through finding the best breakthrough and the most effective combination ofembedded technology,starting with the landed project--the Jingpin retrospective project,and through issuing questionnaires to analyzes the consumer attitudes to block chain technology and the applied technology projects.The conclusion of this paper is that block chain technology is feasible in JD Mall business model innovation path,and it provides theoretical reference for e-commerce enterprises to explore business model innovation.