Business Strategy Research For B2C E-commerce Site To Improve Profitability

As an important industry in the area of modern services, e-business is known as a sunrise industry or green industry, which has several characteristics named 3 High and 3New.3High means the high level of human capital, the high technology content and the high added value.3New means the new technology, the new format, and the new way. The core value chain of e-business can be summarized as the unification of the stream of people, the logistics, the capital flow and the information flow. E-business industries have lots of merits, such as the globalization of markets, the continuative transaction, low cost, intensive resources, etc.The latest B2C e-business report shows, the retail market size on B2C channel in 2010, has break through the mark of￥1 billion, and reached to￥1.04 billion, with the link relative ratio of 373%. And this figure will be expected to￥6.5 billion. The B2C channel on e-business market has gone through 11 years since 1999. And seen from the development cycles of the e-business industry, the whole B2C market will enter in the maturity stage, and the competition among enterprises will entirely upgrade. By then, as the model of core competence on the initial stage of the industry, price war in B2C market will be normalized still. At the same time, along with the differentiation in serving method, product competition will be proved to be the new competition pattern. Anyway, the competition will entirely upgrade, a new stage with mixture of various competition patterns will take on, and some less competitive enterprises may be eliminated, in 2011.A view of this, the article summarizes and analyzes the actual state of the B2C e-business website firstly. Then comprehend its developing history, analyze the relationship between scale and profits, explores the effective method to increase its profit, and proposes a solution from three aspects, namely enhancing innovation in procurement management, fulfilling logistics construction, and proposing some strategy against network marketing.As a whole, this article is divided into six parts, and the main body can be summarized as followings:Chapter I:Introduction. It outlines the article's study background, purposes and significances, points out the fundaments of the article, establishes the paper ideas and study approaches, propose the main contents, and sum up innovations and deficiencies of the article. ChapterⅡ:The scale of the status quo of e-business website on different stages of development.ChapterⅢ:Profit of the status quo of e-business website on different stages of development.ChapterⅣ:Analysis on the conflict between rapidly expanding scale and is not up to the profit and loss balance.ChapterⅤ:Effective way to increase profits of B2C e-business website.ChapterⅥ:Summary and prospect. It summarizes the major findings of the article, points out the deficiency of the article, and makes a prospect for future researches.