我国B2C电子商务的SCP分析

发布时间：2018-04-20 07:36

本文选题：B2C电子商务 + 市场结构　；参考：《山西财经大学》2016年硕士论文

【摘要】：随着网络技术和信息技术的快速发展,人们对互联网认可度逐渐提高,越来越多的企业通过网络进行交易,我国电子商务也从B2B领域逐渐扩展到C2C和B2C领域。2015年我国B2C电子商务的市场规模超过了C2C电子商务,成为我国网络零售市场未来发展主流,它所带来的经济效益不容忽视。本文试图运用SCP范式对我国B2C电子商务进行研究。首先,文章从市场集中度、产品差异化、进入壁垒三个指标来对B2C电子商务的市场结构进行了衡量。得出我国B2C电子商务市场集中度较高,已呈现寡头主导、大中小电子商务企业共存的市场结构,电商企业之间在经营范围上同质化严重;B2C电子商务初期搭建平台较为容易,但后续运营却需要进行大量投入,同时天猫、京东等在位电子商务企业已经占据了一定的市场份额,这对潜在进入企业来说在一定程度上形成了较高的进入壁垒。其次,从B2C电子商务市场行为来看,由于B2C电子商务企业存在着严重的同质化现象,电子商务企业之间以价格竞争为主要形式。对于自营式B2C电子商务企业来说,成本是影响B2C电子商务企业竞争的主要因素,频繁的低价竞争使企业不得不通过降低产品质量和采购成本来维持利润,这导致B2C电子商务企业与消费者和供应商之间的关系紧张;交叉网络外部性、归属性、用户基数等是影响平台式B2C电子商务企业竞争的主要因素,通过博弈模型分析发现,自营式B2C电子商务企业在平台化过程中由于用户基数上的悬殊,其单纯模仿策略会出现“强者越强”的市场格局,而差异化行为可以改善他们在竞争中的不利局面。当前B2C电子商务企业的并购和合作行为,会进一步提高市场集中度。最后,在对我国B2C电子商务的市场结构、市场行为研究的基础之上,从产业资源配置效率、产业规模结构效率、产业技术进步、用户渗透率、用户满意度等方面对我国B2C电子商务的市场绩效进行衡量,发现只有天猫等少数几家B2C电子商务企业实现了盈利,剩下大多数企业的利润率水平较低,许多电商企业仍然处于亏损状态,同时消费者对B2C电子商务市场的满意度较低,顾客投诉现象严重。在此基础上,提出相应的政策建议。
[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.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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