E-commerce Strategy in the Age of Business Ecosystem


This paper presents a concept of E-commerce ecosystem based on the theory of business ecosystem. Considering characteristics of E-commerce enterprises, enterprises in E-commerce industry should integrate internal and external resources to form a competitive E-commerce ecosystem in which they cooperate with each other and evolve together. In this study, the E-commerce ecosystem is divided into three kinds of participants and four development stages. In different stages, different participants should take different strategies. At the end, the paper presents the case of Taobao to explain why Taobao adopts “Big Taobao” strategy with the theory of E-commerce ecosystem.

  • Abstract
  • Keywords
  • Introduction
  • The Concept of Business Ecosystem
  • The Concept of E-commerce Ecosystem
  • Case Study: “Big Tao” Strategy of Taobao.com
  • Conclusion
  • Acknowledgments
  • Refenences
Topics: E-commerce

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