Research On The Existing Problems In Online Retail Industry And The Issue Governance Strategy

This article is written under the macro background of traditional retail business pattern being changed by the rapid development of China e-commerce; and is based on the basic facts of frequent exposure of counterfeit commodities regarding on-line retail business in recent years and the chaotic situation due to lack of supervision. Public governance theory will be used as research basis and the important role it can play in governing retail business chaos will be explored by conducting rational analysis over the background of and reason for its rise and connotations of the theory, incorporating the application of this theory in western countries and the enlightening significance to China government institutional reform.This article makes a summary of the overall status quo of retail business in recent years and its future development trend based on the related data from National Bureau of Statistics, Ministry of Commerce and media authorities:on-line retail business has become an important factor that causes the change of the pattern of domestic retail business. Meanwhile on-line transaction scale enjoyed evident growth and mobile on-line shopping has become the unstoppable development trend. "Internet+" is changing people’s way of life all the way from inside to outside. By collecting first-hand information through consumers’personal experiences, this article will further demonstrate the main existing issues in on-line retail business, such as selling counterfeit commodities becoming the "leading cancer" in on-line retail business, vagueness of the identification of transaction objects, difficulty to return goods, on-line fraud, after-sales service problem, lack of effective profit model that affects sustainable development, etc.Besides, this article will use the "conflict between Taobao and the State Administration of Industry and Commerce" in 2015 as the typical event; will dig the impacts caused by the event and the underlying causes of the problem; will retrospect the defects in law enforcement procedures and the changes in government-enterprise relationship reflected by the event; and will conduct analysis over government’s role and play in typical events. Through the investigation analysis and research toward the typical event, the nature of relevant problems will be determined to act appropriately to the situation and targeted operable countermeasures and suggestions will be proposed.At last, this article will propose some countermeasures for the governing of existing issues in our country’s on-line retail business by using the implemented domestic and overseas public governance strategies as reference and incorporating public governance theories and the realistic national condition of China. Thus concludes:on the governing of on-line retail business issues, the first tasks should be completing related laws and regulations, strengthening on-line operator certification system and product vendor system, completing after-sales handling & compensation mechanism and consumer rights protection system and reinforcing the supervision responsibility of on-line operators to create good environment for the healthy and sustainable development of on-line retail business. In the meantime, the consumers should enhance their self-protection awareness.