I. Introduction
2 1 century, the world has entered a new economic era. The rapid development of information and communication network and technology has created a borderless digital world, and products and services can be traded almost instantly around the world. The new economy characterized by network and e-commerce has swept through every industry in the world with indisputable facts and reorganized global wealth. At present, e-commerce has become one of the main bases for countries all over the world to formulate economic policies. Government departments, public service institutions, telecommunications companies, banks and other financial service institutions, as well as various enterprises and hundreds of millions of individual users all over the world have invested in and participated in e-commerce activities. E-commerce has become an irresistible historical trend in the world.
With the rapid popularization of the Internet and the growth of the number of netizens, the Internet economy is transitioning from "capital winter" to "capital spring", and the industry's mergers and acquisitions and investments are becoming active again, and gradually use their own business model innovation to find new profit growth points. E-commerce modes such as BtoB(Business to Business), BtoC and CtoC(Customer to Customer) are gradually emerging in the bubble of Internet economy. The technology platform is becoming more convenient and humanized, and the information and price are more transparent, which gradually shows its advantages in the competition with the traditional business model. E-commerce has become an important transaction mode between enterprises and between enterprises and individuals.
Second, the development status of BtoC e-commerce in China
The research group of the International Statistical Center of the National Bureau of Statistics conducted an investigation and study on the development status of BtoC e-commerce in China. According to 2,658 valid questionnaires, the total index of e-commerce in China and 12 regions was preliminarily calculated and analyzed: in 2000, the total index of e-commerce in China was 5 1.9 1, of which the safety index of e-commerce was the highest, accounting for 58.84 e-commerce benefits. The development of technology and application is unbalanced. According to the calculation, the following conclusions are drawn: At present, China BtoC e-commerce is still in its infancy, mainly in the following aspects:
From the perspective of transaction volume, China's BtoC e-commerce transaction volume is small, and it has not yet formed a scale in social commodity retail, which is not the mainstream of transaction formation; Insufficient infrastructure for developing BtoC e-commerce; From the transaction content, the transaction is mainly limited to books, CDs, computers and related products, information consulting services, etc. There are few traditional products and the proportion of physical goods transactions is low; From the payment method, mainly cash on delivery, that is, offline payment; From the perspective of user satisfaction, the overall evaluation of infrastructure, transaction varieties, settlement methods, commodity distribution, information level, etc. Not very satisfied; Judging from the policy environment, the satisfaction with China's telecom tariffs, investment and financing, security, laws and regulations is not very high.
Domestic scholars' extensive research on e-commerce began with 1997, mainly focusing on the promotion of e-commerce as a new business model to traditional industries, and the use of e-commerce to expand the sales area of enterprises, reduce transaction costs between enterprises and accelerate the information construction of enterprise logistics system. However, after years of development, with the increasingly mature Internet technology, the domestic e-commerce model has not reached the expected prosperity, and the development of BtoC e-commerce based on the Internet is still relatively slow. For example, Wuhan Mall Group, as the first listed company in different places and the first listed company in large commercial enterprises in China, has only some basic information on its website so far, not even involving product introduction, let alone online sales; Lianhua Online Shopping Center, operated by Lianhua Group, has only opened distribution services in Shanghai urban area and some suburbs, and has no influence at all in the country. Other large traditional commercial enterprises can't even find websites through search engines, or maybe they don't have their own corporate websites at all.
At present, this situation is gradually improving, but most websites still cannot meet the real needs of shopping consumers. Except for well-known websites such as Dangdang Online Bookstore and Joyo.com, which can provide relatively perfect services in most parts of the country, there are not many e-commerce websites that can really meet users' expectations due to factors such as delivery, payment and delivery time, but there is a special phenomenon worthy of attention, that is, some BtoC websites make consumers feel the convenience and benefits of e-commerce in a certain area. Xidan e-commerce company in Beijing, Dayang Bookstore in Guangzhou, Joyo. Com and other e-commerce enterprises have established a perfect online ordering and logistics distribution system in one region or several regions. Although these regional advantages do not fully reflect the characteristics that e-commerce is not limited by geographical regions, it shows that regional BtoC e-commerce is a trustworthy e-commerce model.
Thirdly, the analysis of the restrictive factors of BtoC e-commerce development in China.
At present, there are many studies on the factors that restrict the development of BtoC e-commerce in China. Based on the existing research, this paper makes some refinements and summaries. Generally speaking, there are the following constraints:
1. Macro environmental factors
China's e-commerce still lacks a clear development strategy and strong technical and economic policies, and the market economy environment and operation environment of e-commerce are still not perfect. In terms of hardware, network bandwidth and response speed do not meet the requirements of e-commerce. In terms of software, China's social credit system has not been fully established, and electronic payment means are not yet complete. The logistics distribution system does not match. These software and hardware constraints make the development of BtoC e-commerce slow. At the same time, the low level of family informatization in China restricts the development scale of BtoC e-commerce.
2. The enterprise's own ability factors
Small and medium-sized enterprises account for the vast majority of domestic commercial enterprises. Under the wave of informatization construction, enterprises have carried out informatization construction more or less according to their own strength. However, due to the limitation of their own ability, most of them have only completed the initial stage of electronic internet access-enterprise electronization, which is far from the real e-commerce. Research shows that websites, as an important channel for consumers to know about goods, play an unquestionable role. Multi-channel shopping combining online and offline is more vital than simple online retail. Because some pure BtoC websites can't see the prospect of profit, many people have high expectations for the "cement plus mouse" model, but domestic traditional commercial enterprises seem to make slow progress in e-commerce. At the same time, the enterprise management mechanism can not meet the requirements of market economy. Some business leaders have insufficient understanding of the importance and urgency of e-commerce applications. Enterprises still lack the internal motivation to adopt high-tech such as e-commerce, lack of manpower, financial resources and material resources, weak basic work, low information awareness and application level of information technology of employees, and lack of information technology talents, especially compound talents who know both information technology and industry business technology.
3. Technical factors
The construction of network infrastructure is still relatively slow, and there is still a big gap between the quality of the completed network and the requirements of e-commerce. As the core content of e-commerce, the development of information communication is also greatly restricted without the full participation of banks and other financial institutions, especially the problem of inter-bank and cross-regional transactions of banks at present, which has not been well solved due to technical limitations.
4. Legal factors
E-commerce laws, regulations and standards are seriously lagging behind. The existing administrative regulations have not adapted to the development of e-commerce, and there are still many laws and regulations such as e-commerce contract law, intellectual property protection law, privacy protection law and online information control. However, BtoC e-commerce involves a wide range of netizens, leading to many disputes, which makes enterprises lack confidence in developing BtoC e-commerce.
5. Logistics factors
The ultimate value of e-commerce lies in providing the greatest convenience for the final consumers, and the value of "customer-centered" is finally realized in logistics. However, in sharp contrast to the important role of logistics, its own management lags behind, which has become a "bottleneck" restricting the development of e-commerce. One of the advantages of e-commerce is that it can greatly simplify business processes and reduce the operating costs of enterprises. The establishment and maintenance of enterprise cost advantage in e-commerce environment must be guaranteed by an efficient, reasonable and smooth logistics system, which is also the key for modern enterprises to win in the competition. At present, the development of BtoC e-commerce in China is still in a difficult growth stage, especially the improvement of logistics system is a subject that traditional commercial enterprises must solve in developing BtoC e-commerce.
6. Safety factors
Security is another restrictive factor in the development of e-commerce. Without the security of online transactions, there will be no development of e-commerce. There is still a lot of work to be done from the first few experimental online electronic transactions to full-fledged e-commerce. It is not so easy to convince customers of this business model and dispatch their hard-earned money online through banks. At present, the security measures such as electronic signature and authentication are not perfect, and the defects of electronic system itself and more network attacks have brought many security problems to the development of e-commerce.
Fourthly, the development of BtoC e-commerce in China
Under the current e-commerce situation, to develop BtoC e-commerce in China, we must make a long-term plan according to the financial and material resources of the state and enterprises, implement BtoC e-commerce step by step, and take the road of BtoC e-commerce development with China characteristics.
1. Establish a preliminary system of BtoC e-commerce and speed up the legal construction of BtoC e-commerce.
The legal and administrative problems faced by commercial enterprises in developing BtoC e-commerce will not be much different from traditional commerce. Under the condition of market economy, the important functions of the government are to support, serve, promote, develop, regulate, guide and standardize. The government should strengthen the policy research on e-commerce, strive to issue a series of policy documents, and accelerate the legal construction of BtoC e-commerce.
2. Establish a good supporting environment and strengthen information construction from the perspective of the state, enterprises and individuals.
In order to promote the development of BtoC e-commerce, the government must take the lead in adopting e-commerce forms and e-commerce technologies to build some demonstration projects, develop e-government that meets the requirements of BtoC e-commerce, improve the information awareness of the whole people, and actively support the development of BtoC e-commerce.
3. Give full play to its own advantages, take the initiative to connect with the international community, and encourage international cooperation in the field of BtoC e-commerce.
Facing the new problems in the development of world economy and trade, we should seriously study the countermeasures to develop BtoC e-commerce, actively participate in international negotiations on BtoC e-commerce issues, and put forward favorable business rules for us. Starting from the need to improve the international competitiveness of China's BtoC e-commerce, we should do a good job in technology and legislation as soon as possible, make use of existing domestic advantages, connect with the international community, and promote the development of other industries.
4. Make scientific predictions and tackle key problems selectively.
To develop BtoC e-commerce in China, we should rely on our own efforts, digest, absorb and innovate according to our own actual situation, and predict the future. Don't base the whole technology industry on the international technology development, but choose the key technologies in a targeted manner, make predictions and tackle key problems as much as possible, and make China's information technology industry and BtoC e-commerce level meet and catch up with developed countries.
5. Focus on the construction of demonstration projects, and promote them in an all-round way.
First, implement BtoC e-commerce in some regions and regions with management and operation characteristics suitable for BtoC e-commerce, and then drive other enterprises and regions on the basis of success. Secondly, coastal cities with relatively developed economy, relatively high degree of informatization and demand benefits for BtoC e-commerce should be encouraged to seize the opportunity, develop various forms of BtoC e-commerce, give play to its demonstration effect and promote it to other regions. Thirdly, adopting the combination of BtoC e-commerce and traditional commerce to gradually expand the proportion of e-commerce, the problems that BtoC e-commerce cannot solve can be solved by traditional commerce first, which can make the start and development of BtoC e-commerce easier.
6. Accelerate the construction of BtoC e-commerce infrastructure.
BtoC e-commerce is built on the information infrastructure. Without complete and advanced communication infrastructure and advanced information equipment connected with it, the development of BtoC e-commerce can only be empty talk. The level of infrastructure construction in China is still very poor, and the quality of communication services and tariffs are still obstacles to the development of e-commerce activities. Therefore, we must speed up the construction of high-speed broadband Internet, make the development of e-commerce in China have a good network platform and operating environment, lower the threshold for consumers to carry out BtoC business, and at the same time, we must introduce strong laws, regulations and policy measures to speed up the development of telecommunications industry to match the development of BtoC e-commerce.
7. Cultivate professionals in the field of BtoC e-commerce.
The development of BtoC e-commerce needs the support of a large number of scientific and technological talents such as network technicians, network planners and e-commerce engineers. Therefore, we must strengthen science and technology education, speed up the training of domestic e-commerce talents, create a relaxed employment mechanism, improve the employment environment, and vigorously introduce outstanding talents. First of all, we should retain domestic talents and provide them with the best possible working environment and living conditions, so that they can have no worries and give full play to their talents. At the same time, encourage overseas students to return to work. If you can't work for a long time, you can hire experts or invite lectures to increase exchanges and improve the level of domestic personnel.