Business Models Options And Empirical Research On B2C E-commerce Enterprises

Till the June 2013, the number of the Internet users in China reached 591 million, according to the counting of the China Internet Network Information Center (CNNIC). The scale of China’s Internet users has leapt to the first in the world. Such alarge-scale of the Internet users provides a broad customer base for the further development of the B2C e-commerce. After 2008, B2C e-commerce industry has developed rapidly, weanwhile it also facing the increasingly fierce competition. How do the enterprises which want to engage in the B2C e-commerce grow and develop in the brutal competition? And how do they create their own competitive advantages?The business model is a key factor for the success of the enterprises which want to engage in the B2C e-commerce. If there is no good choice for their own e-commerce models, the B2C companies will not have a good long-term development. Therefore, it reviews important theoretical and practical significance for the research on the B2C e-commerce business mode selection. It can supports theoretically for the B2C e-commerce model selection, operation and innovation. And it can help the enterprises which want to engage in the B2C e-commerce choose their e-commerce models meeting with their own developing strategies according to the Chinese national conditions in the view of practice.It gives a new define of the connotation of B2C business model on the basis of the theoretical overview at home and abroad in the paper. In this paper, B2C business model be divided into four categories:direct marketing B2C, vertical B2C, comprehensive B2C and third-party platform B2C. It designs B2C e-commerce mode selection evaluation system according to the characteristics of B2C business model and design the primary assessment of integrated model. It gives a comprehensive assessment on the well-known B2C e-commerce enterprises-Suning Tesco’s business model based on the evaluation index system. And it analyses the B2C e-commerce model of Suning Tesco, based on the composite score and characteristic attributes. At last, some strategies about the innovation of the Chinese B2C e-commerce model been suggested.