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New-generation information and communication technologies and concurring socioeconomic changes trigger the emergence of online-offline ecosystem as new way of organizing business. Treating business model as the gene of business ecosystem to cope with external technological and socioeconomic pressure, we propose a coopetition context framework which emphasize the strategic importance of contexts in building online-offline ecosystem, and a classification of business models in the context of new internet economy. Utilizing China in its mobile internet era as the specific empirical setting, we address strategic features, context structure and developmental prospects of main type online/offline business models, and study the combinability and long-term competitiveness of the business models to delineate the evolutionary path of the mega online-offline ecosystem.

Strategic Contents and Evolution of Online-offline Ecosystem in New Internet Economy: A Coopetition Context Perspective