| dc.description.abstract | E-commerce is developing rapidly in China. At the same time, with the popularity of mobile devices, online shopping is integrated into multiple shopping scenarios. Traditional e-commerce faces the challenge of diversified shopping scenes. The integrated e-commerce “Tmall” has the largest market share in China. However, due to the changes of online consumer behavior and continued the innovation of information technology, online shopping companies must keep up with changes in the environment in order to continue to maintain a certain position in the e-commerce market of China.
The progressive information technology has changed the design of business models, and the development of internet and artificial intelligence has replaced traditional manpower. People get get closer via smart phones. The era of information technology has added more elements to the design of business models. Many industries have also faced the challenges of traditional business models due to the evolution of the times. This study is based on the Osterwalder (2007) business model canvas, which consists of value proposition, customer segment, distribution channels, customer relationships, key resources, key partners, etc., Through the secondary data collection of relevant e-commerce websites in China, research units, consulting firms and in-depth interviews with the experts to explore Tmall in each of the key components, for the application of information technology individually.
The finding of this study show that the business model of Tmall is still leading the e-commerce industry of China for various new information technology applications. in addition to information technology, e-commerce of China is facing a period of multi-integration. Under the horizontal development, a diversified shopping environment, online and offline integration (O2O), provide some advice for project companies. In addition to the continuous innovation of IT applications online shopping environment, project companies must accelerate the speed of development of diverse shopping environments in order to benefit from the competition of Chinese netizens, online shopping, and mobile Internet parity. Finally, the conclusion of summary the above research and conclusions provide the reference for current e-commerce platform and the shopping channel for the future business model design. | en_US |