What are the key factors for the success of b2c e-commerce websites?

Bertelsmann has withdrawn from the China market! I used to be a member, and the refund has already been refunded! Is there an online bookstore in China now? I. Main business models of B2C e-commerce There are two main business models of B2C e-commerce enterprises: 1. E-commerce mode of operating intangible products and services. This business model can be divided into the following four modes: online subscription mode. Online subscription mode refers to the e-commerce mode that enterprises provide consumers with online direct browsing information and subscription through websites. Online publishing, online service and online entertainment are the three main forms of this model. Online subscription mode is mainly used by commercial online organizations to sell newspapers, magazines and cable TV programs. Paid browsing mode. Pay-per-view mode refers to the e-commerce mode in which enterprises provide consumers with information browsing and downloading on a per-view basis through websites. Advertising support mode. Online service providers provide online information services to consumers free of charge, and their business income depends entirely on advertisements on websites. This model is one of the most successful e-commerce models at present. Online gift mode. Online gift mode means that some software companies send beta software to users free of charge through the Internet, and users download and try it themselves. If they are satisfied, they may buy the official version of the software. Using this model, software companies can not only reduce costs, but also expand test groups, improve test results and increase market share. 2. E-commerce mode of operating physical goods. Physical goods refer to traditional tangible goods, and the delivery of such goods and services is not realized by computers as information carriers, but by traditional means. In fact, most enterprises do not have a single business model, but combine various models to implement e-commerce. Second, the profit model of B2C e-commerce. The business model of B2C e-commerce determines the profit model of B2C e-commerce enterprises. Different types of B2C e-commerce enterprises have different profit models. Generally speaking, B2C e-commerce companies mainly make profits through the following aspects: selling products in this industry. Sell your own products or franchisees' products through the network platform. Commodity manufacturing enterprises mainly expand sales through this model, so as to obtain greater profits, such as Haier e-commerce website. Sell derivative products. Sales of products related to this industry, such as China Wang Fan sales of food-related reports and complete catering manuals. In addition to selling flowers, Shalala also sells healthy food and digital products. Product leasing. Provide rental services, such as Sun Toys to carry out toy rental business. Auction. Auction products charge intermediate fees, such as Hantang Collection Network, to provide auction services for collectors. Sales platform. Receive online orders from customers and charge transaction agency fees, such as Jiuzhoutong Medicine Network and Scholar's Home. Franchise right. Using this model, on the one hand, we can quickly expand the scale, on the other hand, we can charge a certain franchise fee, such as Dangdang, shalala, e-Kang Online, Sanfen.com and so on. Members. Collect membership fees from registered members, and most e-commerce companies regard collecting membership fees as their main profit model. Internet service. Provide related services for enterprises in the industry, such as China Clothing Network and China Clothing Information Network. Information release. Publish supply and demand information and enterprise consultation, such as China Medicine Network, China Clothing Network, Shang Ya Online, China Toy Network and other advertisements. At present, advertising revenue is almost the main source of profit for all e-commerce enterprises. The key to the success of this model lies in whether its webpage can attract a large number of advertisements and attract consumers' attention. Consulting services. Provide consulting services for manufacturers in the industry and collect service fees, such as China Medicine Network and China Medicine Network. Third, the difficulties faced by B2C e-commerce At present, B2C e-commerce enterprises have encountered many difficulties in the development process, mainly in the following aspects: First, the fast and convenient service features are not prominent. The main feature of B2C e-commerce is to provide consumers with a fast and convenient online shopping environment. However, there are two main defects in online shopping service: First, the catalogue is complex, it is difficult to find commodity information, and it is quite inconvenient to finally complete the authentication and online payment procedures. In addition, most domestic payments are still made by postal remittance. Dec II. B2C e-commerce lacks the support of perfect background traditional services, such as logistics and distribution, and the goods can't be delivered to consumers in time, which is often an important reason that hinders people's online shopping. If B2C e-commerce can't do better than traditional commerce in service and save trading time for consumers, then it has no advantage compared with traditional commerce. Secondly, the capital turnover is difficult. In addition to specialized online stores, consumers generally hope that the more goods in online stores, the better. In order to meet the needs of consumers, B2C e-commerce enterprises have to spend a lot of money to enrich the supply of goods. The vast majority of B2C e-commerce enterprises are supported by venture capital. Often, after the e-commerce operation environment is established, there are few accounts left. This is also the main reason for the operational difficulties of the entire e-commerce industry. Third, the positioning is not accurate. First, the positioning of commodities is inaccurate. Many B2C companies have built online stores into an online supermarket from the very beginning. Online goods are large and complete, but they are seriously restricted by the lack of a relatively perfect logistics distribution system. Second, the positioning of the customer base is not accurate. Although the number of visits is high, the transaction volume is small. Third, the price positioning is high. Online stores pursue zero inventory, and then take orders to get goods. Due to the fourth order, the online payment system is incomplete. The outstanding feature of online shopping is the use of credit cards to realize online payment. At present, the scale of online payment of e-commerce in China is still at a low level, and the security risks of online payment still exist. Most third-party payment platforms, as banks, can directly control transaction funds, so the risk of unauthorized use of transaction funds always exists. This imperfect online payment system has seriously restricted the development of B2C e-commerce enterprises. Fifth, the logistics distribution system is not perfect. Another feature of B2C e-commerce is that consumers can buy satisfactory products with a little mouse click without leaving home. The realization of this process must be supported by a perfect logistics distribution system. However, China's logistics industry started late. At present, the domestic express delivery industry is still dominated by China Post, and the private express delivery industry is restricted by many policy factors. In this situation, many B2C enterprises have to establish their own logistics distribution system, but B2C enterprises must invest a lot of money and human resources costs to establish their own logistics system, which is even worse for B2C e-commerce enterprises whose capital turnover is already difficult. At present, many B2C e-commerce enterprises have to combine their own distribution with the help of third-party logistics, such as Joyo.com and China Minsheng Medicine E-commerce Network. Finally, the credit mechanism and e-commerce legislation are not perfect. Some merchants pass on the credit risk to both parties for the consideration of cost and policy risk. In order to maximize the benefits, some businesses publish false information, detain current accounts and disclose user information. Some buyers cancel orders without reason, and some sellers shoddy them. These phenomena are the fundamental reasons that lead consumers to doubt online shopping. Four. The profit countermeasures of B2C e-commerce The dilemma faced by B2C e-commerce enterprises is a definite problem in the development of e-commerce, and it is also a major turning point faced by B2C e-commerce enterprises at present. With the help of the government and society, it is the key to the survival and development of B2C e-commerce enterprises to take corresponding countermeasures from the following aspects to solve these problems. First, control operating costs. The operating costs of B2C e-commerce enterprises are mainly composed of human resources, transaction costs, commodity inventory, logistics and distribution. Reducing operating costs is the key to the profitability of B2C e-commerce enterprises, and the control of operating costs focuses on the control of human resources costs and the reduction of transaction costs. In terms of human resource cost, it is mainly to reduce the cost of managers as much as possible. Transaction costs include information costs and market costs. Information cost refers to the cost of obtaining the necessary information to complete the transaction, while market cost refers to the cost in the process of completing the transaction. B2C e-commerce enterprises can get more profits than traditional commerce, mainly because of effectively reducing transaction costs. Secondly, improve the credit mechanism and the construction of laws and regulations. The imperfect credit mechanism is an important factor restricting the development of e-commerce in China. Therefore, the national legislature and administrative departments should establish new e-commerce market rules and establish a sound credit system by formulating network economic policies and regulations corresponding to e-commerce. We will promptly organize the formulation of laws and regulations on electronic transactions, electronic fund transfer, information resource management, and protection of consumers' rights and interests in e-commerce. At the same time, the current policies and regulations should be revised in time to adapt to the development of e-commerce. In the process of formulating and amending laws and regulations, we should fully consider the characteristics of e-commerce, create a good legal environment for the development of e-commerce and leave room for development. Third, strengthen the construction of the payment system. According to the Opinions of the General Office of the State Council on Accelerating the Development of E-commerce, it is necessary to strengthen the formulation of online payment business norms and technical standards, study risk prevention measures, and strengthen business supervision and risk control. Actively study the laws and regulations related to third-party payment business, guide commercial banks, China UnionPay and other institutions to build a safe, fast and convenient online payment platform, and vigorously promote the use of online payment tools such as bank cards and online banking &; Dec further improved the online fund settlement system, and promoted the standardization of online payment services and international integration. Fourth, develop the logistics system. Strengthen the theoretical research of modern e-commerce and logistics, learn from developed countries, absorb advanced foreign ideas, theories and technologies, absorb foreign research results of logistics management, encourage theoretical circles to study the problems existing in e-commerce logistics, accelerate the development of e-commerce logistics in China, and actively develop a networked and socialized logistics service system. Logistics enterprises should attach importance to the development of logistics network, promote the alliance of logistics enterprises and develop business alliance among logistics enterprises. Fifth, the strategic positioning of enterprises should be accurate. The first problem in developing B2C e-commerce is to strategically position the value brought by enterprise management. For example, when developing B2C e-commerce, enterprises want to develop new products or services or expand the market space of existing products or services. Different strategic positioning will bring different business effects. Sixth, strengthen information management. In B2C e-commerce, enterprises can release rich information such as company background information, product or service information, electronic advertisements and so on to the expanding potential market at a lower cost through the Internet. The information released by enterprises must be conducive to improving corporate image, enhancing brand awareness and credibility, and eliminating the original obstacles in market transactions. Therefore, enterprises should conduct serious market research and information screening. Information management should pay attention to the interaction with users on the Internet, understand customer needs through information exchange, and provide customers with more valuable information services, thus forming a unique market competitive advantage. Finally, strengthen price management. Whether the price is reasonable or not directly affects the sales of products or services, is the main means of competition, and is related to the realization of enterprise profit targets. Therefore, when determining commodity prices, we should focus on factors such as cost, supply and demand, and competition. At the same time, we should also consider whether the online sales price is consistent with the product price structure in the traditional market. It is necessary to organically combine personalized pricing strategy, reputation pricing strategy, automatic price adjustment bargaining strategy and online promotion pricing strategy to form flexible and diverse pricing strategies. The market is the only criterion to test the profit model. Only when B2C e-commerce is guided by the actual market demand and combines its own resource advantages to build a profit model can it maximize its profits. Any "leading" or lagging profit model will cause the mismatch between commodity supply and actual market demand, thus affecting the overall efficiency of enterprises.