中国CtoC网站运营模式研究

华中科技大学硕士学位论文中国CtoC网站运营模式研究姓名：宋钰申请学位级别：硕士专业：工商管理指导教师：张金隆20061024ICtoCCtoCCtoCCtoCCtoCCtoCCtoCCtoCCtoCCtoCCtoCCtoCCtoCIIAbstractWiththeincreasingpopularityoftheInternetandtheconstantdevelopmentofinformationtechnology,Theintegrationofcomputertechnology,informationtechnologyandnetworktechnologyfore-commerceemerged,anditsfast,convenient,Theobviousadvantageofthehighefficiencyformedatremendousimpacttothetraditionalmodeoftradeandindustryvaluechain.TheCtoCmodeintheE-commercebusinessmodelbecauseofitsflexibilityandfeaturesofuserparticipation,graduallyshowedastrongpotentialfordevelopment.Inthemaindevelopedcountries,suche-businessmodelwasahugesuccess,andgraduallydevelopedastrongprofitability,wideattentionfromallcirclesofsociety.Atpresent,theCtoCwebsiteisalsodevelopingextremelyrapidlyinchina,thenumberofusersandtheonlinetransactionshavealsoanenormousscale.However,thedomesticCtoCwebsitesstillhavenotfoundanappropriateprofitmodel,severallargewebsitescompetingfiercely,higherinputcostsfortheirviciouscompetitioninthestate.Thispaperwillbebasedonthecomparisonandanalysisofthecombinationoftheoreticalresearchandempiricalresearchmethods,usestrategicmanagement,toanalysetheoperatingmodeloftheenvironmentofCtoCthewebsite,withoverallindustryenvironmentalanalysisandenvironmentalanalysismodel,analysethetypicalexamples,explorationthebasicrulesultimatelyofCtoCwebsiteoperationthatneedstobefollow,lookingforthewebsiteofChinaCtoCmodeofoperation.Thepaper,firstanalysethedomesticandexternalenvironmentforenterprisenetworks.TostudytheoperationofthegeneraldirectionofCtoCfromanenvironmentalanalysis;thenanalysetheoperatingmodeofdomesticenterprisenetwork,summarizedthekeyfactorsofCtoCwebsiteinthebusinessprocesses.AndtoidentifythecurrentdomesticproblemsoftheCtoCwebsiteareconfronting;Next,acarefulanalysisofthestrategyoftaobao,eBay,theprincipaloperatorofCtoCwebsite,tostudythepresentstrategiesandmeasurestobetakeninthedomesticenvironment;Finally,thesuccessmodeofe-commerceenterprisesinChinaareanalyzed,usetheoperationofthewebsiteCtoCwithgeneralrulesusedto,findingoutthebasicmodeloftheCtoCwebsites.KeywordsCtoCOperationmodeProfitmodel111.1CtoC2003CtoCCtoCCtoC1.21.2.1ElectronicCommerce209021)(BtoC)2)(BtoB)3)(BtoG)4)(CtoG)5)CtoC1.2.2CtoCCtoC24199319962000CtoCCtoCCtoC:31)CtoCInternetCtoCCtoC2)CtoCInternet3)CtoCInternet4)CtoCInternet852475)6)InternetCtoCCtoCCtoC1.2.3CtoCCtoCCtoCCtoCCtoC4CtoCCtoCCtoCCtoCCtoCCtoCCtoCCtoC1995ebayCtoCebay331.95ebay200545.510.9BtoCAmazon20053.59ebay1-12002-20052002200320042005ebay12.121.732.745.5Amazon9.9312.5716.0220.39CtoCCtoCCtoC5CtoCCtoC2000CtoC.COMeBayCtoC20042003217%23200580.22004700%700139046CtoC2006719CNNIC20066301230011.3SteveSmith2002DanJongKim2002CtoCCtoCCtoCCtoCCtoCCtoC6CtoCCtoCCtoCCtoCCtoCCtoC72CtoC2.1CtoC200473.74800220056800200441.72007170002005CtoC300(2006)2005C2C,2.2%,67.3%,1.4%,29.1%2-12005CtoC2005121.12004100020046.82005815.718%37.9200511.5%17.5%18.5%16.2%20.1%31.6%27.4%25.5%0%5%10%15%20%25%30%35%C2C2-22005CtoCebayebay2006510B2CebayCtoCebay2.2CtoC2.2.1209619951999131999CtoCCtoC()CtoCCtoC“”“”CtoCCtoCCtoC“”“”“”CtoCCtoC20042003217232005425200510CtoC700eBay20058246CtoC10(CNNIC)2005716200563010300900184%12.2.211CNNIC20052123E-MAIL456BBSBBS1178931CNNICInternet21-3578.5%3510.7%26.7Internet26.72CNNIC86%InternetInternetInternet3ISP412520061(2006/1)24.5%--200561%17.4%7.6%2.6%200541234551231345678910112.2.31319998199951888481997199920001200111668820027MY8848200351014CtoC720032.3CtoCCtoCCtoC20052001CtoC4.02005137.1142.0%2001-2005CtoC48.811.638.9137.1050100150200120022003200420052-32001-2005CtoCiResearch2005CtoC5CtoCB2C2010CtoC720027001000152001-2005CtoC120%32%235%253%0%50%100%150%200%250%300%20022003200420052-42001-2005CtoCCtoCCtoCCtoC163CtoC3.1CtoC2000CtoC.COMeBayCtoCCtoCCtoC3.1.1CtoC173.1.2CtoC()12CtoCCtoC3()CtoCCtoCCtoCCtoC3.1.3BtoC20%80%CtoCeBayPayPalPtoP18CtoC3.1.4B2BB2CCtoCCtoCIntemetCtoClnternetCtoCCtoCCtoC()CtoCCtoCCtoC3.1.5CTOCeBay1999eBay22eBayeBay2473193.1.6CtoCCtoCCtoCCtoCCtoCCtoCebay3.2CtoCCtoCCtoC,3.2.1Web203.2.210251.2/21CD1”3.2.3122231ATM/2POS3054“”233.2.4(BBS)24254CtoCCtoC90%CtoCCtoC4.1CtoC4.1.1——QQ4.1.2e-mailemail1026MP3//4.1.375301303014.1.42004VISAvisa27SSLSETEmail128973002000ERPBar-CodeGPSCall-center2“”“”3“”“”4.2CtoCebayebay90%2CtoCCtoC29eBay27·(DavidFriedman)1004.334530eBay315CtoC5.15.1.11995-19971997-199919991127700503223445672()()()3200177320215004500335030003045(Softbank)B2B200010E-MarketplaceQQQQQQQQIMQQQQ345.1.2E-MarketplaceE-Marketplace1E-MarketplaceE-Marketplace2E-Marketplace3604085%190354B2BB2BE-marketE-MarketplaceE-marketplaceE-marketplace5B2BE-marketplace=++365.2CtoCCtoCCtoC()CtoCCtoCWTOCtoCCtoC1CtoCCtoCCtoC()2CACACtoCCtoCCtoC373CtoCCtoC4CtoC5CtoCCtoC38++CtoCCtoCCtoC392006102040[1]SteveSmithCtoClookstoexpandservicesthroughdivisionsandforumsChemicalEngineeringProgress200249816[2]ZanHuangWingyanChungHsinchunChenAgraphmodelforE-commercerecommendersystemsJournaloftheAmericanSocietyforInformationScien