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The development of Internet provides greater space and flexibility for business model innovations, while continuous innovations innately characterize the e-commerce models. The innovation activities have been greatly enhanced since the US Patent and Trademark Office issued a patent for the one-click shopping process invented by Amazon. This paper presents an analysis method, as well as the innovation method, of e-commerce business models, both based on 5P4F(5P---product, price, place, promotion, position; 4F---business flow, information flow, capital flow, logistics flow). The paper provides two ways to innovate EC business models : innovation of element property and innovation through model-composition. With these methods, practitioners can operate a detailed analysis of the present models and models of their enterprises to search for existing problems and consummate the present models with focus. As to the academic circle, it provides a general and referential frame, idea and method for the research on EC business model innovation.