B2c E-commerce Enterprise Development Strategy Research

Since the1990s, e-commerce has promoted the globalization of the economy, andspawned a generation of new economic. As the network of new economic activities,electronic commerce has been to win the global allocation of resources, enhance economiccompetition ability effectively, make its become the evaluation of national economicdevelopment level and important index of sustainable development ability. In recent years,China's B2C e-commerce market to achieve rapid development, and presents an alternativeto the C2C trend of online shopping mainstream. Compared to the high concentration of C2Cmarket, market of our country B2C in enterprise structure is relatively dispersive, andindustry competition is more intense. At present, the B2C e-commerce businesses faced withmany issues, such as integrity, logistics, payment and so on, In the development of strategiesand specific management level homogeneity is more common. Therefore, the appropriatestrategy to use is the key to survival and development of e-commerce businesses.Based on this background, to expand the thematic study the issue of e-commercedevelopment in China, some theoretical and practical significance, has a certain theoreticaland practical significance. Exploration development strategy of B2C electronic commerceenterprise, Conducive to helping enterprises to establish their own core competitiveness, andpromoting the development of e-commerce enterprises and industry progress. In addition,due to the current B2B,C2C mode to B2C mode transition trend is more obvious, to study theB2C e-commerce market and enterprise strategy In depth, has certain reference significancefor the future development of the enterprise B2B and C2C companies.Based on the theory of e-commerce, defined the concept of e-commerce and B2Ce-commerce model at first, and then summarized the classification and characteristics of theB2C e-commerce businesses by combinating existing studyï¼›Depending on the patternclassification, select representative enterprise the respective mode,analysised their strategiesin the development process, and summarizes the current integrity,logistics,and paymentissues in developmentï¼›combined with the above problems,analysised the macroscopic andmicroscopic environment of development of B2C e-commerce by using the PEST analysismethod and the Potter five forces model,analysised the position of B2C e-commerce websitein the industrial chain by using the value chain methodï¼›further summarized and analyzed thekey of B2C electronic commerce website development strategy selection. According to theenvironment analysis and analysis of key problems of strategy choice, proposed macro policychoice of development of the B2C site, and put forward corresponding strategy choice suggestion for different models. At the end, prospect the trend of China B2C e-commercedevelopment.