Research On The Current Situation And Influence Factors Of Performance Of China’s Online Retail Market Based On Structure-conduct-performance Model

With the rapid development of online retailing in China,online shopping has become an important way of shopping in people’s lives.Online retailing is of great significance for expanding domestic demand and promoting industrial restructuring.It would become a new economic growth point.The researches on the influence of the market structure and market behavior on the market performance have been hot research directions of domestic and foreign scholars through the Structure-Conduct-Performance Model.The online retailing is developing rapidly inrecent years in China.This paper studies the current industrial organizationsituation of online retailing through Structure-ConductPerformance Model on the basis of previous studies,and discusses the influencing factors of market performance.There are some supplements to the online retail industry research.First of all,this paper researches current industrial organization situation of online retailing.For the part of market structure,B2 C exceeded C2 C and have been the dominant part of China’s online retailing.Though CR4 and HHI index the paper comes to conclusion that online retailing’s market concentration is very high.Because of high financial barriers the online retailing has a very high barriers to entry.Due to the characteristics of the "light assets" about the online retailing,the barriers to exit are low.In the initial stage of the development of the online retailing,the type of online retailing companies is single,having large differentiation.With the expansion of the scale of development differentiation of online retailing began to shrink.Because companies of online retailing in recentyears companies gradually developed segments.Differentiation began to gradually expand.In the market behavior,low price competition is the major price behavior.In terms of advertising,online retailers spend money on advertising costs to their own brand of propaganda.Mergers have become the important part of online retailing on market’s behavior.Horizontal mergers makes the network retailers merger same type companies to increase their market share and produce the scale effect.Vertical merger makes online retailers have more competitive and reduce costs throughout the overall online retailing industry chain,including mergered courier companies.For the part of market performance in recent years,total transactions in the online retailing has greatly increased,the proportion of total retail sales are constantly improving.Online retailers generally have low margins.Technological progress has a great impetus for the development of the online retailing.Then the paper analysis the efficiency of the enterprise of China’s online retailing based on the DEA method.The results show that management and technical level,enterprise scale efficiency and comprehensive efficiency of the resources allocation of the enterprises of China’s online retailing are high.Secondly the paper analyzes the factors that affect the market performance of online retail market.It shows that online retail market performance has positive correlation with the per capita expenditure,freight turnover,number of users to access to the Internet broadband,the market behavior of mobile terminal using proportion,and has a negative correlation with the market structure of CR4 through the multiple regression analysis.Then this paperanalyzes the correlation between the market structure and market behavior of the10 factors through the method of gray correlation analysis.And affecting sequence follows :third party Internet payment,online retail companies expenditure on advertisement,courier business volume,the ratio of mobile online retail sales accounted for the overall online retail sales,the number of users access to the Internet broadband,the ratio of B2 C market accounted for the online retail sales,freight turnover,CR4,the amount of e-commerce industry mergers and acquisitions,the amount of e-commerce industry PE/VC investment.Finally,this paper points out that the relevant departments should increase market supervision,and vigorously develop rural electricity providers and cross-border electricity supplier to enhance the performance of China’s online retail market.