The Study On Model Of B2C E-commerce Enterprises Growth

In background of the Internet economy, e-commerce business as a new form of business organization, which can produce a rapid growth momentum in a short period of time, it would be last and expand the law of growth and the growth theory to the traditional corporates. However, with the globalization development of the Internet economy and the increasing innovation of technology, in which the living environment of B2 C e-commerce companies are increasingly complex, the competition in the market is also increasingly fierce. The location and environmental factors of B2 C e-commerce business define the variability and uncertainty of its growth and development, the growth of many B2 C companies is a mystery, therefore, this paper studied on the model of B2 C e-commerce business growth, understand the affecting factors of B2 C e-commerce business growth in the process of its development, and provided sound advice for its healthy development.Firstly, the paper defined the related concepts and content of B2 C e-commerce and enterprises growth in the foundation of summarizing the existing enterprise growth theory and e-commerce theory, and analyzed the characteristics and mode of operation of B2 C e-commerce businesses. And on this basis, it discussed the influence factors of B2 C e-commerce enterprise growth from both endogenous and exogenous aspects. In which, exogenous environment of e-commerce business growth is analyzed by the PEST model, which is policy, economic, social and technical the four levels. Endogenous environment was divided into Resource growth, Capacity growth and Strategic growth three dimensions, including Physical Resources, Intangible Resources, Management Ability, Innovation Ability, Operational Capacity and Technical Ability, Solvency Ability, Entrepreneurship Ability, Profit Capacity and to Growth Ability ten aspects.Secondly,based on the endogenous enterprise growth theory perspective, this paper built influence factors model of enterprises growth in line with the growth characteristics of the B2 C e-commerce, and get the data by the way of expert questionnaire score, and then this paper adopt path analysis method of structural equation model to estimate the individual path's parameter values of the model, evaluated model fitting degree by fitting index's calculation, determined the weight of all indexes, got the main endogenous factors affecting business growth, according to the degree of influence in descending order, it was Growth ability, Resource growth and Strategic growth. So as to establish the model of growth of B2 C electronic commerce enterprise based on SEM.In the end, this paper made Jingdong Mall, Tmall, Dangdang and Suning Tesco four e-commerce enterprises with different business models as the research object, analyzed their growth according to the model of enterprises growth, combined with the data scored by experts, so as to provide effective decision-making suggestions for their growth.