Ecosystem-oriented business model design: a multi-case comparative analysis based on Chinese e-commerce enterprises

ABSTRACTEcosystem-oriented business model (EBM) design helps enterprises to build a business model (BM) with business ecosystem as a closed loop of value activities, thereby building a differentiated value logic, or business logic. This paper takes three Chinese e-commerce enterprises as typical cases, and uses the business model nine-square (Modularization of BMs) as an analysis tool to deconstruct their EBMs, and analyse the value creation, delivery and capture logics behind the combination of different modules, to gain insights into the design ideas of these EBMs. This paper provides references for relevant enterprises in other developing countries in the Asia-Pacific region (APR) to design EBMs.KEYWORDS: Ecosystem-oriented business modelChinese e-commerce enterprisesbusiness model designvalue creationvalue deliveryvalue capture Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by the National Social Science Fund of China [20BGL094].Notes on contributorsBin LiBin Li is a PhD at the School of Economics and Management, Southeast University. His research interests include platform ecosystem and business model innovation. Bin Li has more than 10 years of experience in the operation and management of listed company.Zhiyi DengZhiyi Deng is a lecturer at the China University of Labor Relations. Her research interests focus on brand management, marketing innovation and corporate culture.Xiaofei WuXiaofei Wu is a PhD at the School of Economics and Management, Southeast University. Her research interests include digital economy and urban & regional development.