| With the rapid development of Internet technology,people's recognition to the Internet is becoming more and more high,the enterprise through the network to trade increasingly frequent,China's online retail industry also gradually extended to C2 C and B2 C areas.In 2015,our country B2 C online retail market size for the first time more than C2 C online retail,for the economic benefit brought by the social development should not be ignored,B2 C field also gradually become the mainstream of Chinese retail market is like in the future network development.This paper tries to use the theory of industrial organization SCP paradigm of the study of the development of China's online retailing.First,this paper use industry concentration,product differentiation,barriers to enter and exit the three indicators to measure online retail market structure.After analysis,it is concluded that China's online retail market is high concentration,has presented oligarchs,medium network retail enterprises coexist.According to network retailing development characteristics in our country,the higher flow barriers have been found,and this is also one of the biggest barriers to entry in the impact on new entrants.Retail enterprise to follow each other on the scope of business network,differentiation is small,there are serious homogeneity phenomena,such as taobao,jingdong early in online retail enterprise in market competition has occupied a certain position,thus to some extent to the potential entering enterprises to form the high barriers to entry.And because of the influence of the capital specificity and risk investment,exit barriers are relatively low.Secondly,from the point of network retail market behavior,because the network of retail enterprises there are serious homogeneity,price competition become the main way of competition,blindly to imitate strategies will form the situation of "the more the strong",and to differentiate behavior to a certain extent,can improve the enterprise competition in the unfavorable situation.M&a,and the current network of retail enterprises cooperation and also can make further increase market concentration,but for the interdisciplinary mergers and acquisitions,will promote the market competition,to a certain extent,reduce the market concentration.Both price behaviorand the non-price behavior online retail enterprises in our country,to a certain extent determines the profit margins,which affects the market performance,at the same time,under the influence of profitability and market scale,high and low profit margins are responsible for enterprises to choose what kind of profit model and price strategy directly influences.Finally,based on China's online retail market structure,market behavior research,on the basis of China's online retail market performance measure.Through the profit margins,the industrial scale structure efficiency,industrial technological progress analysis found that my network retail trade of high scale structure efficiency,and only a handful of network retail companies such as taobao profitable,the phenomenon of the low level of most of the profit margin of existence,and even many online retail business is still in the red.Online retail development time is shorter,belongs to the emerging industry,inevitably accompanied by some problems in the process of development.Such as price deception,credit problems such as false and vicious competition is closely related to people's life,how to ensure the healthy development of this emerging network retailing industry deserves attention.Based on the SCP theory to analyze the present development of online retailing in China,and find the problems existing in it and grasp the network retail law of development of our country,puts forward relevant countermeasures for the future specification laying a foundation for its healthy development. |
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