The Study on the Industrial Evolution,Competitive Situation and Development Trend of Chinese Online Retail Industry

China Business and Market - - 第一页 - WANG Bao-yi1,2

(1.Shandong Jiaotong University,Jinan,Shandong250357,China;2.Shandong Agricultural University,Taian,

Shandong271018,China)

Abstract:China’s online retail industry has experienced 20 years of development,which can be divided into such four stages as emerging,rising,outbreaking and integrating. At present,online retail is entering the period of stable growth;the competition pattern has been formed;and there are three development trends of business type,such as the B2C comprehensive ecommerce platform,the deeply developed e-commerce platform with only one category,and the O2O platform. The industrial vertical integration and coordinated development will be the basic situation of e- commerce competition,and service taking quality,convenience and customization as the center is the main trend for e- commerce to meet the consumers’requirement. Considering the characteristics and development of online retail,we should,first,further improve the related law and regulation system,and foster the sound development environment;second,we should strengthen the development of information delivering mechanism and perfect the credit system;third,we should strengthen the support and guidance for e-commerce and standardize the competition order;and fourth,we should encourage the coordinated development and improve the industrial ecological system.

Key words:e-commerce;online retail;business to customer;integration of online and offline

Newspapers in Chinese (Simplified)

Newspapers from China

© PressReader. All rights reserved.