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Objective Analysis and Development Forecast of Vertical B2B2C E-commerce Mode

Written by Yuan Qu

Paper category

Master Thesis


Business Administration>Management




Thesis: Research background-With the popularization of the Internet and the upgrading of electronic equipment, the e-commerce model has gained advantages in the competition with the traditional business model. E-commerce has become a necessary way for companies to expand their markets. In the development process of e-commerce, different e-commerce models have also emerged. They have different adaptability according to the company's product or target customer orientation. Through the investigation, we found that there is still very little analysis of the professional vertical B2B2C e-commerce model between enterprises and consumers. Purpose-Hope to provide a reference for e-commerce companies to carry out e-commerce activities through a summary of the feasibility of vertical B2B2C. The United Nations defines e-commerce as an electronic form of business activity, which includes sharing unstructured business among suppliers, customers, governments, and other participants through any electronic tools, such as EDI, Web technology, email, etc. information. Various transactions in business activities, management activities and consumer activities. The US government stated in its "Global E-Commerce Outline" (1997): "E-commerce refers to all kinds of commercial activities carried out through the Internet, including advertising, trade, payment, services, etc., and global e-commerce will involve the world. all countries." Regarding e-commerce, IBM proposed a formula: e-commerce = Web + IT. It emphasizes the commercial application in the network computer environment, that is, the combined application of the buyer, seller, seller and their partners on the Internet, corporate intranet, and corporate network. At the same time, IBM also proposed that infrastructure, innovation and integration are the three major elements of e-commerce. According to the definitions given by these institutions, we can see that the simplest definition of e-commerce is a trade relationship between buyers and sellers through transactions on the Internet. Of course, this relationship is also changeable, because there are a variety of different entities (government departments, suppliers, retailers, etc.), and different e-commerce models due to the diversity of trading platforms. Next, we have to draw different e-commerce models. E-commerce model is a new form of traditional business model development under the conditions of e-commerce innovation. Therefore, understanding the meaning of the business model is the basis for understanding the e-commerce model. Among them, the pattern refers to the external relationship of things, which can reflect the essential laws of things hidden. There is no uniform definition of business model. The following table shows the definition of e-commerce model over the years. B2C is a business-to-consumer e-commerce model. This form of e-commerce is mainly online retail, and the Internet is mainly used to carry out online sales activities. First, look at the B2C business model from the relationship between merchants and consumers: (1) Seller’s merchant (or merchant organization)-buyer’s personal (or consumer) e-commerce. This is a business model in which companies sell goods and services to consumers. The main performance is that the merchant opens an online store on the website, announces the variety, specifications and performance of the product, or provides various services, prices and methods, and the consumer places an order, online checkout or offline payment, and the merchant is responsible for door-to-door delivery . (2) The buyer's business (or business organization)-the seller's personal e-commerce. This is an e-commerce model for companies (or companies) to purchase or provide services from individuals on the Internet. Mainly manifested as an e-commerce model in which companies (or companies) purchase personal products or services online. This model is most commonly reflected in online recruitment of talents (Zheng, 2010) Compared with the B2B model, the number of consumers is huge, but the transaction amount is small, and accidental consumption accounts for a huge proportion. In other words, when consumers want to buy certain products, the choice is not definite, but to meet specific and personalized needs. Only by continuously satisfying their individual needs and providing targeted products or services to increase customer stickiness can they obtain repeated purchases from customers. This motivates businesses to continuously improve product quality, provide better services, improve page design, etc. Although the consumption amount is small and the consumption area is scattered, the business rules and transaction procedures are the same. At the same time, merchants and consumers communicate through the Internet, which greatly reduces the communication cost and improves the efficiency of the channel. It is very convenient, because most websites can achieve 24-hour uninterrupted business, through self-service purchase. Read Less