B2C电子商务的发展状况及前景分析-以亚马逊为例_英语论文                       

Research on the Development Status and Prospects of B2C E-commerce—Amazon as an Example

摘要

在宏观经济大势放缓的情况下，网络零售业增速惊人，近年来B2C电子商务更是异军突起。电子商务对世界经济做出了巨大的贡献，同时，却又不断冲击着传统企业的组织形式和经营方式。通过把B2C电子商务与传统零售业做比较，本文分析了B2C电子商务的优势与劣势。亚马逊成立至今一直屹立于国际B2C电子商务前沿不倒。本文深入研究其良性发展的原因，以此来指出其他B2C电子商务在发展中存在的问题，并提出一系列改进方案。

关键词：B2C电子商务 传统零售业 亚马逊 方案

Abstract

In spite of slowdown in the macroeconomic situation, the growth rate of the online retail industry is amazing and B2C e-commerce has sprung up suddenly in recent years. E-commerce has made a great contribution to the world economy, but at the same time, it has been pounding the traditional enterprise organization form and management mode. By comparing B2C E-commerce with traditional retail industry, this paper analyzes the advantages and disadvantages of B2C e-commerce. Amazon has always been the leader of international B2C e-commerce since it was established.  This paper studies the reasons for the good development of Amazon, so as to point out the problems in the development of B2C e-commerce and explore its future development strategy. 

Key words: B2C e-commerce  traditional retail industry  Amazon  strategy

Contents

Chapter 1  Introduction 6

1.1 Definition of E-commerce 6

1.2 The Development Status of E-commerce 6

1.3 Definition of B2C E-commerce 6

Chapter 2  Comparative Analysis of B2C E-commerce and Traditional Retailing 8

2.1 The Strength of B2C E-commerce 8

2.1.1 Reducing Time and Space Constraints 8

2.1.2 A Broader Platform 8

2.1.3 Saving Time to Looking for Goods 9

2.1.4 Reducing the Cost of Goods and Improve the Efficiency of Purchasing and Sales 9

2.2 The Weakness of B2C E-commerce 10

2.2.1 The Inconvenience and Unreliability of Logistics 10

2.2.2 Credit Deficiency 11

2.2.3 Less Control Force of B2C E-commerce to the Customer Group 12

2.2.4 Deficiencies in Sales Control and Capital Management 13

Chapter 3  Reasons for Amazon’s Success 14

3.1 Development of Amazon 14

3.2 External Environment 14

3.2.1 Macro Environment 14

3.2.2 Industrial Environment 15

3.2.3 Market Demand 15

3.3 Internal Environment 16

3.3.1 The Long-term Vision CEO 16

3.3.2 The Customer-Centric Concept 16

3.3.3 Strong Technical Support 17

3.3.4 Secure Payment System 18

3.3.5 Efficient Logistics System 18

3.3.6 Unique Marketing Model 19

Chapter 4  Future Development Strategy 20

4.1 To Enhance the E-commerce Differentiation 20

4.1.1 Personalized Management 20

4.1.2 E-commerce Brand 20

4.2 To Improve Logistics Distribution System 20

4.2.1 To Improve the Online Businessmen’s Logistics and Distribution Facilities 21

4.2.2 To Strengthen the Construction of Logistics Information System 21

4.3 Perfect Credit System 22

4.3.1 Development of Third Party Credit Evaluation Service 22

4.3.2 Improvement of the Internal Credit Management System 22

4.4 Personnel Training 23

4.4.1 To Improve the Existing Personnel Training System 23

4.4.2 To Improve the Human Resource Management System 23

Chapter 5  Conclusion 24

Acknowledgements 25

References 26