中国电子商务网络零售产业演进、竞争态势及发展趋势

发布时间：2018-04-30 15:56

本文选题：电子商务 + 网络零售　；参考：《中国流通经济》2017年04期

【摘要】：中国电子商务网络零售经历了二十年左右的发展历程,期间获得"爆炸式"增长,呈现出不断进化、扩展、丰富的生态演进过程,总体可分为萌芽期、兴起期、爆发期、整合期四个阶段。当前,网络零售已摆脱超高速增长而逐渐迈入稳定增长时期,其竞争态势也已形成"两超多强"的格局,商家对消费者(B2C)综合电商平台、单(窄)品类服务深化电商平台、社区线上线下融合(O2O)平台是业态发展的三大趋势。行业纵横整合、协同发展是电商竞争的基本态势,而品质化、便利化、定制化服务是电商迎合消费需求的重要趋势。结合网络零售的特征及发展现实,要进一步完善法律法规体系,构建良好的发展环境;加强信息传递机制建设,完善信用体系;加大电商扶持引导力度,规范竞争秩序;鼓励协同发展,完善产业生态体系。
[Abstract]:E-commerce network retail in China has experienced a development course of about 20 years, during which it has gained "explosive" growth, showing a process of continuous evolution, expansion and rich ecological evolution, which can be divided into budding period, rising period and explosive period. Four stages of integration. At present, network retailing has gradually entered a period of steady growth away from super-fast growth, and its competitive situation has also formed a pattern of "two super and more powerful". Merchants have integrated e-commerce platforms for consumers, and single (narrow) category services have deepened e-commerce platforms. The integration of O _ 2 O _ 2 platform between online and offline community is the three major trends in the development of business. Industry integration and coordinated development is the basic trend of e-commerce competition, while quality, facilitation and customized services are important trends for e-commerce to meet consumer demand. According to the characteristics and development reality of network retailing, it is necessary to further improve the system of laws and regulations, build a good development environment, strengthen the construction of information transmission mechanism, perfect the credit system, strengthen the support and guidance of e-commerce, and standardize the competition order. We will encourage coordinated development and improve the industrial ecological system.
【作者单位】：山东交通学院交通与物流工程学院;山东农业大学经济管理学院;
【分类号】：F724.6

【参考文献】