Abstract This paper proposes an innovative design for B2C business model, especially on products(mainly including products stocking, selling and service), logistics and the safety of web-shopping according to the identification of key elements and process of from the perspective of B2C customer value added. Firstly, questionnaire related to the theory of customer value added is designed and distributed to the B2C customers from 13 different cities in China by stratified random sampling statistic method. The data is processed by factors analysis of SPSS 17.0, and three key elements related to B2C customer value added is extracted, which are product, logistics and the safety of web-shopping. Secondly, innovative ideas and framework of B2C business model centralizing to the B2C customer sustainable value is then designed according the three key elements mentioned above. And lastly, detailed and specific thoughts are proposed respectively based on the general idea and framework of B2C business model innovation which are product innovation (centralized by stocking, selling and service), process innovation (centralized by orders processing and logistics) and the innovation of web-shopping safety which may be strengthen by new technology such as ICT and so on.
2013, Vol. 1 
