Business Model Innovation of Chinese Logistics Enterprises from the Perspective of Ecosystems: The Case of Cainiao Network

With the development and application of digital technology, a new logistics ecology based on the internet and big data is emerging through collaborative innovation models and advanced Artificial Intelligence technology. Building on the event system theory, we analyze Cainiao’s business model innovation from the perspective of ecosystem research through three aspects: value proposition, value co-creation, and value capture. The research concludes that Cainiao should realize business model innovation from the following three aspects: (1) clearing value proposition, (2) co-creating value through ecological cooperation and an open platform, and (3) capturing value by positioning precisely, distributing legitimately, and managing the supply chain.