An innovative framework of strategy making: A case-study of JuMei incorporation

A business model represents how the various strategies that a firm pursues fit together into a congruent whole. This paper introduces an innovative 6R framework, based on Michael E. Porter´s six principles of strategic positioning, to assess current strategies adopted by four typical e-commerce companies in their own business models. To further explain how the 6R framework worked in the strategy-making process, we give a longitudinal study on the JuMei´s choices and consequences of the vertical B2C business model, through which its goal of becoming the largest cosmetics sales site is fully reflected, it´s profit model is clearly clarified, and it´s unique business strategy is simultaneously congruent and powerful. We therefore assume that this framework can be widely applicable as a way to strategize for different companies in e-commerce fields.