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Today's era of knowledge economy, innovation has become the source for the survival and development of enterprises, is an important way to maintain the core competitiveness of enterprises. In the context of economic globalization, the increasingly fierce competition in the industry and customer requirements more diversified and personalized enterprise only innovation to adapt to the changing economic environment. 2008, the economic crisis is forcing China's transition to the inward-looking export-oriented, traditional manufacturing companies and retail companies also faced the transformation and upgrading, and the rapid development of e-commerce is precisely the opportunity for the development of these enterprises. Management guru Peter Drucker once said, \Therefore, the research enterprise business model innovation, especially online retail business model innovation, there is an important sense of inspiration and reference. The concept of the business model first appeared in the dynamic literature reflect the IT industry, and now the business model has become the key to the success of the enterprise, the online retail business is no exception. Factors affect the business model innovation, what, and how the impact of? Based on the above issues raised, access to large amounts of literature found that research is focused on innovation influencing factors in the level of technical innovation and service innovation; on the business model most of the innovative research focused on the re-combination of business model elements, there is no systematic study of impact factors for business model innovation. Therefore, this article made exploratory study, based on the special nature of the research questions, this article uses a mixed research methods, ie to draw theoretical framework through qualitative research, do verify and supplement the quantitative study of the previous research. Qualitative research part of this paper is the case study method, select the online retail industry leader Taobao sample case studies, on behalf of the industry overview through a typical case study. The course of the study, the introduction of computer-aided software Nvivo 8.0, use grounded theory research paradigm on Taobao, the development of the three phases of the innovation event coding, in-depth analysis of the evolution of its business model innovation, draw of Taobao business model innovation, as well as its business model innovation factors: corporate culture, corporate strategy, technology support staff creativity, competitors, partners, customers and external environment. To further verify the impact of these factors on innovation, after using structural equation modeling and AMOS software to do a quantitative supplement verification. The results show that the positive impact of corporate culture on business model innovation, has a positive impact on the company's strategic business model innovation, the technical support positive effect on business model innovation, creativity of employees a positive impact on business model innovation, competition those behaviors can promote business model innovation, active cooperation with partners on business model innovation forward, the user has a positive impact on the demand for business model innovation, has a positive impact on the external environment of business model innovation. This article innovatively introduced the voice indicators to measure the effectiveness of the business model innovation, the study also showed that business model innovation of the positive enhance the upgrading of the right to speak in the last article, we combine the conclusions of this study, the traditional manufacturing enterprises as well as traditional retail enterprises how to take advantage of business model innovation to achieve the transformation and upgrading, and put forward suggestions for both the internal and external influencing factors for this article refined, the need to strengthen the enterprise self-cultivation, improve the innovation ability, the discovery and use of external conditions, increased innovation way. Finally, the lack of research, as well as the outlook for future research.
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