中文摘要：自上世纪90年代电子商务兴起以来，经过20多年的发展，涌现出了一大批的电子商务平台，而淘宝和亚马逊就是其中的佼佼者。本文运用文档检索法、实证分析法、比较分析法、定性分析法和归纳总结法对淘宝和亚马逊的商业模式进行了对比研究。通过对定位、企业价值、业务系统、关键资源能力、盈利模式和自由现金流等的对比，总结出了淘宝未来的发展优势。随着规模和用户数量的增加,淘宝已经从单一的C2C网络集市变成了包括拍卖、外卖、旅行、超市、直播等多种业务于一身的多功能生态圈。从淘宝和亚马逊的APP比较中，我们很容易就可以了解到，淘宝的功能比亚马逊完善，而且这些年淘宝的发展已经有要超过亚马逊的趋势。因此，本文预测淘宝的“新零售”模式将会是电子商务未来的发展趋势。

关键词：淘宝；亚马逊；商业模式；新零售

Contents

Acknowledgments

Abstract

中文摘要

1. Introduction.1

 1.1 Background of the Study1

 1.2 Purpose and Significance of the Study.1

 1.3 Methodology2

 1.4 Ideas and Framework of the Study 2

2. Literature Review.4

 2.1 Foreign Literature.4

 2.2 Domestic Literature4

3. Taobao and Amazon's Development and Current Situation6

 3.1 Taobao’s Development and Current Situation.6

3.2 Amazon’s Development and Current Situation..6 

4. Analysis of the Elements of Taobao and Amazon's Business Model 

4.1 Positioning and Enterprise Value8

4.1.1 Positioning and Enterprise Value of Taobao8

  4.1.2 Positioning and Enterprise Value of Amazon8

4.2 Business System.9

  4.2.1 Taobao’s Business System.9

  4.2.2 Amazon’s Business System.9

4.3 Key Resources and Capabilities.10

  4.3.1 Taobao’s Key Resources and Capabilities.10

  4.3.2 Amazon’s Key Resources and Capabilities.10

4.4 Profit Model and Free Cash Flow Structure.11

4.4.1 Taobao’s Profit Model and Free Cash Flow Structure.11

  4.4.2 Amazon’s Profit Model and Free Cash Flow Structure.11

5. Advantages of Taobao’s Business Model Compare to Amazon.12

5.1 The Advantage of Taobao’s Business Model12

5.2 The Future Development Direction of E-commerce ---- New Retail.12

6. Conclusion.14

References.16