A 3D Virtual Space for the E-Commerce Strategy Model

A 3D Virtual Space for the E-Commerce Strategy Model

Gong Cheng (Department of Economic Management, NanJing College of Chemical Technology, Jiangsu, China), Changrui Yu (School of Information Management and Engineering, Shanghai University of Finance and Economics, Shanghai, China) and Kecheng Liu (Informatics Research Centre, Henley Business School, University of Reading, Reading, UK)
Copyright: © 2014 |Pages: 15
DOI: 10.4018/jeco.2014040105


In recent years, innovative applications of electronic commerce (e-commerce) are facing the challenges of mobile commerce (m-commerce) and ubiquitous commerce (u-commerce). To address these challenges and improve the competitiveness of e-commerce, the three-dimensional e-commerce (3DEC) theory is proposed and a 3DEC business strategy model is built up in this study. The new conceptual 3DEC model incorporates the industrial environment analysis, SWOT analysis, and business model canvas (BMC). As a case demonstrated in the British Museum program, this model brings benefits to a wide range of organizations in public and private sectors, as well as e-commerce researchers and practitioners.
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3Dec Theory And Business Strategy Model


As a method for business analysis and decision, the business model canvas (BMC) is widely applied in various kinds of enterprises, helping them make decisions on profit making. The BMC was initially proposed by Alexander Osterwalder based on his earlier work on Business Model Ontology. Since the release of Osterwalder's work in 2008, new canvases for specific niches have appeared, such as the SaaS Canvas. The BMC is a strategic management template for developing new business models or recording old ones. It is a visual chart demonstrating a firm's value propositions, infrastructure, customers, and finances, assisting firms in adjusting their activities by illustrating potential trade-offs. The BMC consists of nine major elements, by using which analysts can do SWOT analysis to make a better decision. The elements are described in Table 1 and shown in Figure 3. In this article, the BMC is used with a 3D virtual space. The details on the BMC applications are illustrated in section 3, as well as described in references (Osterwalder, 2011; Noren, 2013).

Table 1.
Acronyms and abbreviations in e-commerce model canvas
Acronym or AbbreviationFull NameMeaning
CSCustomer Segments◆An organization serves one or several customer segments.
VPValue Propositions◆Value propositions are used to solve customers' problems and satisfy customers' needs.
CHChannels◆Value propositions are delivered to customers through communication, distribution, and sales channels.
CRCustomer Relationships◆Customer relationships are established and maintained with each customer segment.
RSRevenue Streams◆Revenue streams are resulted from the value propositions successfully offered to customers.
KRKey Resources◆Key Resources are the assets required to offer and deliver to the previously described elements…
KAKey Activities◆…by performing a number of key activities.
KPKey Partnerships◆Some activities are outsourced and some resources are acquired from key partners outside the enterprise.
CSCost Structure◆Business model elements have a cost structure.

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