从淘宝成功经验看络购物商务模式.docVIP

摘 要 自从互联网的诞生，它一直在进行着飞速的发展，改变了普通传统的零售业的销售方式，这中间大量的购物网站相继问世，特别是近几年有很多人通过淘宝、易趣、卓越、当当等这些网络平台进行交易。“网络购物”的兴起不但大大改变了人们的生活方式，也让这些零售商家慢慢变成了一批批网络创业者，他们希望从这些电子商务平台中吸取更大的利润，于是便形成了激烈的竞争。 本文主要是以淘宝网为例，讲述网络购物的商务模式，全文共分五个部分：第一部分主要简述了网络购物的类型，及其与传统购物方式相比，具有哪些独特的优点与缺点。第二部分从行业现状、发展趋势等方面对网络购物进行了重点的分析。第三部分从商业模式的角度详细阐述C2C模式之所以能在短时间内迅速成长为网络购物市场绝对主流的真正原因。第四部分是以国内最成功的C2C网站“淘宝网”为例,结合其成立以来的发展历程,分析“淘宝网”在竞争中胜出的几大法宝,面临的问题与挑战,并参考成熟市场的先进经验,借以给出中国网络购物在未来的竞争环境下,适合C2C网站比较可行的盈利模式和具体的操作方法。第五部分简要分析在B2B和C2C模式下，中国网络购物市场所面临盈利困境的问题根源及其解决方向。 关 键 词：网络购物； 淘宝网； 商务模式 ABSTRACT Since the birth of the Internet, it has been undergoing a rapid development.It has changed the common traditional retail sales.This is the middle of a large number of shopping sites have come out, especially in recent years, many people by Taobao, eBay, excellence, Dangdang and other trading platforms these networks.The rise of online shopping is not only dramatically changed peoples lifestyles, but also let them slowly into the retail business networking groups of entrepreneurs,They want to learn from these e-commerce platform in greater profits, so they formed a fierce competition. This paper is mainly about the online shopping for example Taobaos business model. Its divided into five parts.The first part mainly outlined the the type of online shopping, and compared with traditional shopping methods, which have unique advantages and disadvantages.The second part deeply studies the‘‘online shopping’’on the aspect of its current situation and developing trend.The third part illuminates the reason why the C2C became the utter mainstream of“internet shopping”so fast．The fourth part uses the story of Taobao as an example because of its dramatic development．Through analyzing its developing track，summarize its winning key factors，the problem and challenge，which it faces．With reference to the advance experience in the developed market，the author hopes to point out the feasible profit-making model and methods for the C2C in