C-B电子商务发展现状、思路与对策研究.doc

PAGE PAGE 37 C-B电子商务发展现状、思路与对策研究 摘要：电子商务随着互联网技术的发展，聚焦了各行业转型的期望。C-B电子商务模式着力于满足个性化定制，提高消费者的话语权，激发了消费者个性化消费需求的欲望。国内疯狂发展的C-B电子商务带来各种新鲜尝试和优惠便利的同时，也存在诚信问题，生产供应链不完善，消费受众滞后等问题。本文通过研究C-B电子商务国内外的发展现状和典型案例，分析C-B电子商务典型特征和存在问题，提出发展的创新思路和发展对策，希望使多方实现共赢，促进C-B电子商务快速健康发展。 本文通过查阅前人文献，案例分析和实地考察的研究方法。首先综述国内外电子商务发展现状，论述个性化定制发展的必然趋势和C-B电子商务的典型模式和发展前景。然后根据前文的理论基础，研究C-B的聚合需求模式、要约模式、个性化定制模式和商家认购模式，阐明C-B发展的重要性。其次通过国内外的典型案例对比分析，探索C-B电子商务的典型特征和现有弊端，结合中国经济现状提出从国家政策，信息安全，社会化营销和柔性化生产四个发展思路。 关键词：C-B；电子商务；个性化定制 TheStudyofC-BE-Commerce’sDevelopmentSituation,IdeasandCountermeasures Abstract:E-commercewiththedevelopmentofInternettechnologyattractstheindustrywhichexpectstoupgradeattention.C-BE-commercemodelfocusesoncustomizationrequirement,growsvoiceforconsumers,andstimulatesconsumersdemandforpersonalizedcustomization.TherapiddevelopmentofC-BE-commercebringsavarietyoffreshexperienceandconvenience,alsosomeproblems,suchaslackofhonestyandcredit,imperfectproductionsupplychain,andhystereticconsumers.StudyonthedevelopmentsituationofC-BE-commercebylearningtypicalcasesathomeandabroad.AnalyzingC-BE-commercetypicalcharacteristicsandexistingproblems.Putforwardinnovativedevelopmentideasandcountermeasures.Hopetoachievewin-winsituation,topromotetherapidandhealthydevelopmentofC-BE-commerce. Theresearchmethodsusedinthispaperareliteratureresearch,casestudyandfieldwork.First,hadastatusreviewofE-commercedevelopment,discussedtheinevitabletrendofcustomization,listedC-BE-commercetypicalpatternsandprospects.Second，accordingtothetheoryabove,studyaggregatedemandmodel,pollicitationmodel,personalizedcustomizationmodel,andMerchantsbuymodel,toclarifytheimportanceofC-Bdevelopment.Third,comparedandanalyzedtypicalcasesathomeandabroad,toexplorethetypicalcharacteristicsofC-BE-commerceandtheexistingdisadvantages.CombinedwithChinaseconomicstatus,putforwardfourdevelopmentideas,thenationalpolicy,informationsecurity,socialmarketingandflexibleproduction. Keywords:C-B;E-Commerce;Personalizedcustomization 一、引言 (一)研究背景 1.现实背景 59055154241500