中國大陸B2C電子商務策略分析

Abstract

自二十世紀 90 年代以來,電子商務推動了經濟的全球化,催生了新經濟的產生。近十年來,中國大陸 B2C 電子商務產業實現高速發展,產業競爭激烈, 發展策略與經營方式上同質化較為普遍。本文基於此背景,對中國大陸 B2C 電 子商務產業進行策略研究,首先對電子商務進行界定,對國內外 B2C 電子商務 發展現狀做了整理。其次,從品類策略、價格策略與模式策略三個面向上著手, 分析當前中國大陸 B2C 電子商務產業品類上的垂直與綜合百貨分化、集中性低 價促銷盛行以及自營向平臺模式轉型現象及其原因。最後,對未來中國大陸 B2C 電子商務的發展做了展望。

With the progress of the technology, E-commerce has been a great contribute to the development of global economy since the 1990s. Over the past decade, Chinese B2C E-commerce industry has been growing rapidly. The industry is extremely competitive, yet the strategies of the players did not vary far from each other. In sight of that, this thesis focuses on the strategy of Chinese B2C eCommerce, summarized the trends of the product category selection strategy, pricing strategy and platform strategy, analyzed its causes, evaluated its effectiveness, and then pointed out issues that concern further development of the industry.