本文選題：B2C電子商務(wù) + 市場結(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B2C電子商務(wù)的市場規(guī)模超過了C2C電子商務(wù),成為我國網(wǎng)絡(luò)零售市場未來發(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B2C電子商務(wù)進(jìn)行研究。首先,文章從市場集中度、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)的市場結(jié)構(gòu)進(jìn)行了衡量。得出我國B2C電子商務(wù)市場集中度較高,已呈現(xiàn)寡頭主導(dǎo)、大中小電子商務(wù)企業(yè)共存的市場結(jié)構(gòu),電商企業(yè)之間在經(jīng)營范圍上同質(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)格競爭為主要形式。對(duì)于自營式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)競爭的主要因素,頻繁的低價(jià)競爭使企業(yè)不得不通過降低產(chǎn)品質(zhì)量和采購成本來維持利潤,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)競爭的主要因素,通過博弈模型分析發(fā)現(xiàn),自營式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)”的市場格局,而差異化行為可以改善他們在競爭中的不利局面。當(dāng)前B2C電子商務(wù)企業(yè)的并購和合作行為,會(huì)進(jìn)一步提高市場集中度。最后,在對(duì)我國B2C電子商務(wù)的市場結(jié)構(gòu)、市場行為研究的基礎(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B2C電子商務(wù)的市場績效進(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

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