China B2C E-commerce Credit Problems Analysis

In recent years, developed countries as the guide of the global electronic commerce rapidly spread to developing countries.In China, B2C as the main electronic commerce transactions, in the years2006-2011, B2C market transaction volume increased from70.4billion yuan to398.2billion yuan, so the high speed growth that it brings the influence is great and profound. China has entered into a network of knowledge economic society, the B2C e-commerce trading’s flexibility, rapid delivery and a series of characteristic, make it has more advantages than the traditional trade pattern.Although the B2C electronic commerce has obviously achieved swift and violent development, but we can find in the behind transactions it still exists many problems."If you want to buy a car, you don’t need to go to the store distribution, sitting in your home in front of a computer, you can complete the car loan of all processes.In the United States, this has become a reality.And although by2012, this is still the Asia-Pacific countries all commercial industry goal."Today, China’s e-commerce is moving in this direction rapid development.Electronic commerce has become a new force suddenly coming to the fore.expanding domestic demand, promoting consumption force.China business research center data shows that recently there are more than42.1%small and medium-sized companies entered the e-commerce threshold, expanded into new markets, reducing the cost of enterprise.In the development of electronic commerce in the small and medium enterprises,59.48%enterprises increased customers.51.61%enterprises realized sales growth,49.80%enterprises expanded sales area,45.97%of the enterprises realized the brand promotion,46.57%of the enterprises reduced the cost of marketing.Application of electronic commerce to the enterprise development has brought obviously promoting effect.On site management mode, as the site of commodity management, in obtain commodity trading right after purchase will buy goods payment to the account designated by the site, site received shopping section after delivery to buyer, the credit mode is unilateral and web site based on reputation.Due to the transaction subject than face-to-face transactions, but once the problem will have extremely serious consequences and bring the enormous negative effect.This article draws lessons from the related research results at home and abroad based on the evolutionary game theory, will be incorporated into the B2C e-commerce credit analysis, attempts from the new perspective on large-scale group game of the decision-making for more comprehensive understanding and research.Previously B2C e-commerce credit analysis model is mostly from the static game theory, divided into two aspects. One is the credit problems, causes, such as in the transaction process involving the third party safety certification, the basic personal information leak; on the other hand, standing in a technology point of view, considering influence of electronic commerce transaction credit in many aspects, not only including the technology, and legal ethics, policy environment, the credit rating. In addition, some scholars also put risk and credit the combination of methods.However, this method cannot have an analysis of the current e-commerce development trend.Therefore,I believe in the after continuous enrichment and development of China’s future after the electronic commerce development has a great help.This paper is divided into six chapters, as follows:The first chapter is the introduction, it introduces the B2C e-commerce credit research background and significance.The second chapter elaborates the B2C electronic commerce and credit, respectively, introduces the concept and classification of electronic commerce, electronic commerce and traditional system difference, credit connotation, establish and improves the e-commerce credit system necessity. The third chapter, discusses the B2C electronic commerce transaction problems. Mainly it includes:one, the traditional economic consciousness restrict result in social credit consciousness is poor; two, the construction of social credit system is not perfect; three, market of our country and legal system is not perfect; four, industry self-regulation has not form; five, the shopping network virtual character, technical features inevitably lead to both position inequality.The fourth chapter, on issues of hypothesis, using the dynamic game model to analyze the B2C e-commerce participation decision-making.The fifth chapter is the conclusion and policy suggestions, aiming at these problems puts forward some policy proposal:One, adjust the interests of buyers and sellers structure, balance the interests relations; two, increase the news public opinion supervision; three, improve all citizens’awareness of credit; four, follow the international practice and consider national conditions continue to be improved; five, explore and develop electronic commerce pattern, create new mode of credit.This paper uses the method of game theory construct a suitable model for large-scale groups,the evolutionary game model.It analyses both interests of the game.and advise how to improve the development of B2C e-commerce according to the conclusion.