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KEYWORDS
Service innovation,
B2C e-commerce enterprise,
Service elements,
Service process
ABSTRACT
With the rapid development of network applications, increasing number of consumers choose online shopping. However, the phenomenon of network products homogeneity is becoming increasingly serious, the e-commerce market and the nature of the business environment has undergone tremendous changes. As the extension value of products, service has become an important tool to attract consumers and implemented the differentiation strategy for many e-commerce enterprises, especially for the B2C e-commerce enterprise. This paper makes innovation research on the sales process, delivery process, after-sale service process of B2C e-commerce enterprises to explore a suitable service innovation strategy. This study has practical and theoretical significance.
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1 Introduction
E-commerce has made it possible for business to directly approach to customers in the world anywhere anytime. Everyone who hooks up to the Internet is a potential customer. By the end of 2013, China online shopping user scale expands up to 312 million, while in 2012 the user scale is 247 million. According to consultancy research, China's e-commerce market transactions reached 10.2 trillion. With the increasing scale of the e-commerce, product homogeneity becomes quite serious problems, especially for B2C e-commerce. Innovation has a positive effect on the performance of B2C e-commerce's profit. Consequently, appreciating customer-centricity, B2C e-commerce must develop developmentally appropriate service innovation strategy to gain and keep the attention of consumers rapidly.
All in all, for B2C e-commerce, service is the core content of innovation and the soul of competitiveness. This paper studies how service innovation should be implemented in the B2C e-commerce so as to stabilize target customer groups and expand market share. The outline of the paper will be as follows. First, a brief review of the literature on innovation will be given, followed by the methodology of the research. Then, the paper closes with conclusions.
2 Literature Review
Joseph Alois Schumpeter is the first scholar who analyzed innovation with the method economic analysis and proposed five forms of innovation. However, limited to the social environment and economic development, he did not and could not put forward some innovation theory in view of e-commerce.
There has been no uniform definition for market-oriented concepts up to now. Gallouj and Weinstein thought that...