A Study Of The Development Path For B2C E-commerce In China

China’s e-commerce enterprises firstly appeared in1990s, represented by8848. There isno big development for China’s E-commerce industry until Mecox Lane and Dangdang hasjoined the stock market in2009. From2010to2012, the historic development of China’se-commerce industry has experienced ups and downs. With the20th century the late90’sdotcom bubble similar to the United States, China’s e-commerce industry has experiencedrollercoaster of ups and downs over the past three years’ development stage. At present,except leading Alibaba group is a comprehensive E-commerce platform and individualvertical electric business with productive revenue, most of the E-Commerce enterprisesbottleneck in development mode. Most have immersed in "reducing market input, thenweb traffic going down, falling revenues; increasing market input, then loss rise" cycle.Overall, at this stage, except for certain unique business model of enterprises, moste-commerce companies have run a profitable unclear growth lack of or locate a cleardilemma.This paper aims to the empirical analysis of China’s E-commerce industry, andreference to the mature successful e-commerce cases on the market, from the perspectiveof the value chain of commercial circulation industry, deeply analyze the operation ofChina’s e-commerce industry at this stage the common "dilemma", key analysis on somerepresentative e-commerce enterprises operating practice, what behavior conforms toincrease the value chain, what behavior does not contribute to adding value to industrialchain, even has negative effect on industry value chain. Finally, this paper makes proposalfor existing e-commerce management of trouble diagnosis from the perspective ofindustrial value chain, and puts forward preliminary suggestions and prediction of China’sB2C E-commerce industry structure.