Abstract: The development of e-commerce not only leads to the changes of economic theory, economic structure and economic growth, but also leads to the changes of enterprise management mode, organizational structure and the relationship between government and enterprises, and directly leads to the changes of consumers, laborers and investors' ideas of economic activities. The development of e-commerce is not only a technical issue, but also a major issue related to national economic and social development, which is of great significance to the development of productive forces, the improvement of industrial structure and even the improvement of the quality of the entire national economy. After several years of practice, e-commerce in China has developed rapidly and become more and more pragmatic. However, for a developing country like China, how to adapt to the development trend of the world economy and actively and steadily accelerate the construction of e-commerce in combination with the national conditions is an urgent problem. Especially after China's accession to the WTO and the implementation of a more open development strategy, this issue is even more important. This paper makes some preliminary discussions on the basic principles and development models of e-commerce development in China.

Keywords: e-commerce model, e-commerce principles

First, the basic principles of developing e-commerce in China

The development of e-commerce should be based on reality, adjust measures to local conditions, pay attention to application, give priority to benefits, have limited goals and reflect actual results. The author believes that the development of e-commerce in China must follow the following five basic principles.

1, the principle of organic combination of introduction and innovation

Globalization and openness are the trends and characteristics of e-commerce development. China, in particular, has joined the WTO and must act in accordance with international rules and practices. Therefore, we should combine the reality of China, actively introduce and learn from the practices and experiences of developed countries, carry out China transformation and innovation, and create a realistic development path for our use. Compared with the United States, although the start time of e-commerce in China is similar, the infrastructure, enterprise conditions and supporting environment of electronization and informatization are quite different. For example, the United States has a good national commercial wholesale system, road transportation network and electronic payment credit system. Therefore, the United States can develop many B to C websites, which are not available in China. For another example, almost every market in the United States has formed a pattern of several large enterprises. These enterprises are large in scale and have realized a complete ERP system. As long as the enterprises of both sides are connected through the network, B to B (between businesses) e-commerce can be realized. The scale of enterprises in China is relatively small, and most of them have no ERP system. China's B to B can't succeed if it follows the American model.

The development of e-commerce in the world has just begun, and the development speed is extremely rapid. The traditional business model is constantly being replaced by the new business model, and no matter what model is fixed and mature. For any country, there is a problem of exploration and innovation, which also provides a rare opportunity for China to accelerate its leap-forward development. We should boldly innovate, actively explore practical business models and enhance the market competitiveness of enterprises to adapt to the fierce competition of globalization.

2. The principle of organic combination of commerce and electronics.

In e-commerce, electronics is the means and commerce is the core. Internet service providers and e-commerce manufacturers should adapt to the business choice and interest judgment of enterprises, prevent the tendency of over-technicalization, and avoid pursuing the "electronicization" of business surface and ignoring the needs of business activities themselves. IT companies usually set foot in e-commerce first in China. They used their technological advantages to establish an e-commerce system, and then began to sell traditional products. Because IT companies do not have mature business channels and business experience, and are limited by online payment, distribution and the number of netizens, so far there are few truly profitable e-commerce websites. This is the result of not focusing on "business". Therefore, electronic and business should be organically combined, based on business application, and information technology and information network should be based on serving traditional industries and promoting the optimization and upgrading of traditional industrial structure; Traditional enterprises should actively develop new business models to meet the requirements of the information revolution.

3. The principle of combining pragmatism with leapfrogging.

According to China's current business needs, technical means and economic environment, formulate plans and plans for developing e-commerce, determine practical business models, design and develop practical and effective technical solutions, and maximize the management level and operating efficiency of enterprises under the existing conditions; On the other hand, we should focus on the future development needs and trends, launch an innovative e-commerce system with a world vision and strategic thinking, and boldly leap forward to meet the needs of global e-commerce development.

China started informatization before industrialization, facing the dual task of simultaneous development of industrialization and informatization, which is quite different from developed countries that have completed industrialization and entered the information society. This is not only a severe challenge, but also provides us with the possibility and opportunity to give full play to the advantages of backwardness and realize leap-forward development. First of all, the openness and ease of use of information technology and information network ensure their wide applicability, and diversified information transmission methods improve the information service platform, so that almost all enterprises can develop e-commerce to varying degrees; Secondly, e-commerce can promote the transformation of extensive economic into an intensive economy, change the mode of economic growth, expand the economic scale and improve the economic quality. Therefore, we should take the initiative to seize the opportunity, meet the challenge, accelerate the development of e-commerce according to the idea of leap-forward development, and realize the strategic goal of "promoting industrialization with informationization and realizing leap-forward development of productive forces" put forward by the central government.