Research On The Business Model Innovation Path Of Large-scale E-commerce Enterprises In The Business Ecosystem Environment

With the popularization of the Internet and the development of the logistics industry,the number of Internet users nationwide and the number of online shopping users have increased year by year.In the report of the 19 th National Congress of the Communist Party of China,Internetrelated content was mentioned eight times.The report mentioned "to promote the deep integration of the Internet,big data,artificial intelligence and the real economy." At present,domestic ecommerce companies are working hard in this direction.It can be seen from this that the future development of China's e-commerce is very wide.This article combines the business ecosystem environment with China's large-scale e-commerce business model innovation path research,combined with grounded theory to extract large-scale e-commerce business model innovation path in China,with a view to provide reference for China's large-scale e-commerce business model innovation and development,and for large-scale The study of e-commerce business model provides a new perspective.First,on the basis of reading a large amount of domestic and foreign literature,we summarize the research status of domestic and international business ecosystems and e-commerce business models,define the connotations of large-scale e-commerce companies,and describe the status of large-scale e-commerce companies in the business ecosystem.effect.Based on China's national conditions,we have clarified the status quo and existing problems of China's e-commerce enterprises.Secondly,according to the definition of large-scale e-commerce enterprises and the “Announcement on the List of e-commerce Model Enterprises for the 2017-2018 Year of the Ministry of Commerce” issued by the Ministry of Commerce of the People's Republic of China in September 2017,ten large-scale e-commerce companies were selected based on the grounded theory.The ten enterprise data obtained were coded to obtain 22 categories concerning its business ecosystem and business model.By sorting out the relationships between the description categories,the elements of the business model of large-scale e-commerce enterprises under the business ecosystem environment were extracted,and on this basis,further Three types of business model innovation paths have been obtained for large e-commerce companies: corporate strategic innovation,value chain innovation,and value network innovation.Finally,the paper proposes the strategies and suggestions for how large-scale e-commerce companies should choose the business model innovation path according to their own business types under the business ecosystem environment.