本文選題：B2C電子商務(wù) + 市場(chǎng)結(jié)構(gòu)　； 參考：《山西財(cái)經(jīng)大學(xué)》2016年碩士論文

【摘要】：隨著網(wǎng)絡(luò)技術(shù)和信息技術(shù)的快速發(fā)展,人們對(duì)互聯(lián)網(wǎng)認(rèn)可度逐漸提高,越來越多的企業(yè)通過網(wǎng)絡(luò)進(jìn)行交易,我國(guó)電子商務(wù)也從B2B領(lǐng)域逐漸擴(kuò)展到C2C和B2C領(lǐng)域。2015年我國(guó)B2C電子商務(wù)的市場(chǎng)規(guī)模超過了C2C電子商務(wù),成為我國(guó)網(wǎng)絡(luò)零售市場(chǎng)未來發(fā)展主流,它所帶來的經(jīng)濟(jì)效益不容忽視。本文試圖運(yùn)用SCP范式對(duì)我國(guó)B2C電子商務(wù)進(jìn)行研究。首先,文章從市場(chǎng)集中度、產(chǎn)品差異化、進(jìn)入壁壘三個(gè)指標(biāo)來對(duì)B2C電子商務(wù)的市場(chǎng)結(jié)構(gòu)進(jìn)行了衡量。得出我國(guó)B2C電子商務(wù)市場(chǎng)集中度較高,已呈現(xiàn)寡頭主導(dǎo)、大中小電子商務(wù)企業(yè)共存的市場(chǎng)結(jié)構(gòu),電商企業(yè)之間在經(jīng)營(yíng)范圍上同質(zhì)化嚴(yán)重;B2C電子商務(wù)初期搭建平臺(tái)較為容易,但后續(xù)運(yùn)營(yíng)卻需要進(jìn)行大量投入,同時(shí)天貓、京東等在位電子商務(wù)企業(yè)已經(jīng)占據(jù)了一定的市場(chǎng)份額,這對(duì)潛在進(jìn)入企業(yè)來說在一定程度上形成了較高的進(jìn)入壁壘。其次,從B2C電子商務(wù)市場(chǎng)行為來看,由于B2C電子商務(wù)企業(yè)存在著嚴(yán)重的同質(zhì)化現(xiàn)象,電子商務(wù)企業(yè)之間以價(jià)格競(jìng)爭(zhēng)為主要形式。對(duì)于自營(yíng)式B2C電子商務(wù)企業(yè)來說,成本是影響B(tài)2C電子商務(wù)企業(yè)競(jìng)爭(zhēng)的主要因素,頻繁的低價(jià)競(jìng)爭(zhēng)使企業(yè)不得不通過降低產(chǎn)品質(zhì)量和采購(gòu)成本來維持利潤(rùn),這導(dǎo)致B2C電子商務(wù)企業(yè)與消費(fèi)者和供應(yīng)商之間的關(guān)系緊張;交叉網(wǎng)絡(luò)外部性、歸屬性、用戶基數(shù)等是影響平臺(tái)式B2C電子商務(wù)企業(yè)競(jìng)爭(zhēng)的主要因素,通過博弈模型分析發(fā)現(xiàn),自營(yíng)式B2C電子商務(wù)企業(yè)在平臺(tái)化過程中由于用戶基數(shù)上的懸殊,其單純模仿策略會(huì)出現(xiàn)“強(qiáng)者越強(qiáng)”的市場(chǎng)格局,而差異化行為可以改善他們?cè)诟?jìng)爭(zhēng)中的不利局面。當(dāng)前B2C電子商務(wù)企業(yè)的并購(gòu)和合作行為,會(huì)進(jìn)一步提高市場(chǎng)集中度。最后,在對(duì)我國(guó)B2C電子商務(wù)的市場(chǎng)結(jié)構(gòu)、市場(chǎng)行為研究的基礎(chǔ)之上,從產(chǎn)業(yè)資源配置效率、產(chǎn)業(yè)規(guī)模結(jié)構(gòu)效率、產(chǎn)業(yè)技術(shù)進(jìn)步、用戶滲透率、用戶滿意度等方面對(duì)我國(guó)B2C電子商務(wù)的市場(chǎng)績(jī)效進(jìn)行衡量,發(fā)現(xiàn)只有天貓等少數(shù)幾家B2C電子商務(wù)企業(yè)實(shí)現(xiàn)了盈利,剩下大多數(shù)企業(yè)的利潤(rùn)率水平較低,許多電商企業(yè)仍然處于虧損狀態(tài),同時(shí)消費(fèi)者對(duì)B2C電子商務(wù)市場(chǎng)的滿意度較低,顧客投訴現(xiàn)象嚴(yán)重。在此基礎(chǔ)上,提出相應(yīng)的政策建議。
[Abstract]:With the rapid development of network technology and information technology, people's recognition of the Internet has gradually increased, and more and more enterprises are trading through the network. In 2015, the market scale of B2C e-commerce exceeded that of C2C e-commerce, which became the mainstream of the future development of China's network retail market, and the economic benefits it brought can not be ignored. This paper attempts to use SCP paradigm to study B2C e-commerce in China. Firstly, the paper measures the market structure of B2C E-commerce from three indexes: market concentration, product differentiation and entry barrier. It is concluded that the B2C e-commerce market in our country has a high concentration degree, which has appeared oligopoly, and the large, medium and small e-commerce enterprises coexist in the market structure. It is easier for e-commerce enterprises to set up a platform in the early stage of B2C E-commerce with the same quality in the business scope. However, the subsequent operation needs a lot of investment, while Tmall, JingDong and other incumbent e-commerce enterprises have occupied a certain market share, which to a certain extent has formed a higher entry barrier for potential entry enterprises. Secondly, from the market behavior of B2C e-commerce, because of the serious homogenization of B2C e-commerce enterprises, the main form of price competition among e-commerce enterprises is price competition. For the self-operated B2C e-commerce enterprises, the cost is the main factor that affects the B2C e-commerce enterprises' competition. The frequent low price competition makes the enterprises have to maintain profits by reducing the product quality and purchasing cost. This leads to the tense relationship between B2C e-commerce enterprises and consumers and suppliers, and the cross-network externalities, attributes and user base numbers are the main factors that affect the competition of platform B2C e-commerce enterprises, which are found by game model analysis. Due to the disparity of the user base in the platform process of self-operated B2C e-commerce enterprises, the market pattern of "the stronger the stronger the stronger" will appear in the pure imitation strategy, and the differentiation behavior can improve their unfavorable situation in the competition. At present, M & A and cooperation of B-2 C e-commerce enterprises will further improve the market concentration. Finally, on the basis of the research on the market structure and market behavior of B2C e-commerce in China, from the industrial resource allocation efficiency, industrial scale structure efficiency, industrial technological progress, user penetration, By measuring the market performance of B2C e-commerce in China in terms of customer satisfaction, it is found that only a few B2C e-commerce enterprises, such as Tmall, have made profits, while most of the remaining enterprises have lower profit margins. Many ecommerce enterprises are still in a state of loss, meanwhile, consumers' satisfaction with B2C e-commerce market is low, and customer complaints are serious. On this basis, put forward the corresponding policy recommendations.
【學(xué)位授予單位】：山西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李杰;王宇菲;王聰;張志穎;;B2C電子商務(wù)競(jìng)爭(zhēng)結(jié)構(gòu)及發(fā)展演化規(guī)律[J];產(chǎn)業(yè)經(jīng)濟(jì)評(píng)論;2015年03期

2 陶濤;李廣乾;;平臺(tái)演進(jìn)模式與我國(guó)電子商務(wù)發(fā)展趨勢(shì)[J];中國(guó)發(fā)展觀察;2015年04期

3 張琳;;零售企業(yè)線上線下協(xié)同經(jīng)營(yíng)機(jī)制研究[J];中國(guó)流通經(jīng)濟(jì);2015年02期

4 郭惠玲;;基于博弈論視角的電商價(jià)格戰(zhàn)分析[J];北京理工大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2014年05期

5 夏凡;馮華;;自營(yíng)式電子商務(wù)網(wǎng)站價(jià)格戰(zhàn)的博弈分析與對(duì)策[J];西南交通大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2014年02期

6 陳富良;郭蘭平;;負(fù)的組內(nèi)網(wǎng)絡(luò)外部性下雙邊平臺(tái)定價(jià)策略研究[J];江西財(cái)經(jīng)大學(xué)學(xué)報(bào);2014年01期

7 李云龍;楊超進(jìn);;基于網(wǎng)絡(luò)外部性的電子商務(wù)零售商與傳統(tǒng)零售商的價(jià)格競(jìng)爭(zhēng)模型研究[J];廣東技術(shù)師范學(xué)院學(xué)報(bào);2013年12期

8 馬漢武;劉興祥;;B2C平臺(tái)的價(jià)格結(jié)構(gòu)及其收益的比較研究[J];中國(guó)管理科學(xué);2013年S2期

9 夏穎;;淺談“四流”角度下的網(wǎng)絡(luò)購(gòu)物與傳統(tǒng)購(gòu)物的比較[J];經(jīng)濟(jì)研究導(dǎo)刊;2013年32期

10 汪旭暉;張其林;;多渠道零售商線上線下營(yíng)銷協(xié)同研究——以蘇寧為例[J];商業(yè)經(jīng)濟(jì)與管理;2013年09期

相關(guān)碩士學(xué)位論文 前6條

1 姜緒俠;零售商雙渠道可行性及競(jìng)爭(zhēng)策略分析[D];南昌大學(xué);2014年

2 翟慧元;網(wǎng)絡(luò)外部性下B2C市場(chǎng)平臺(tái)開放的績(jī)效研究[D];北京工商大學(xué);2013年

3 湯t-;中國(guó)電子商務(wù)網(wǎng)絡(luò)購(gòu)物平臺(tái)產(chǎn)業(yè)組織分析[D];武漢理工大學(xué);2012年

4 孫文文;電商演義：基于競(jìng)賽理論的分析及含義[D];東北財(cái)經(jīng)大學(xué);2012年

5 高瑞澤;電子商務(wù)生態(tài)群落內(nèi)部演化和競(jìng)爭(zhēng)機(jī)理研究[D];北京交通大學(xué);2012年

6 陳雷;我國(guó)第三方B2B電子商務(wù)平臺(tái)產(chǎn)業(yè)組織分析[D];浙江工商大學(xué);2008年

，

本文編號(hào)：1776847