B2C电子商务: 经营向顾客的电商

Cognition of B2C e-commerce　认知B2C电子商务

B2C is the acronym of business-to-customer or business-to-consumer.That is，e-commerce of the business or commercial supplier（generally refers to the enterprise）to the consumer.Sometimes it's written as B to C，simplified to B2C.B2C is a mode of electronic commerce，which specifically refers to the realization of various business activities，transactions，financial activities and integrated service activities between enterprises or business institutions and consumers through information networks and electronic data information.It is the form in which consumers directly participate in economic activities using the Internet.B2C is an e-commerce mode in which enterprises directly engage in business activities with consumers.This form of e-commerce is generally focuses on direct retail business to customers，and mainly carries out online sales activities with the help of the Internet，so it is also known as e-retail（e-sales）or online sales.For example，enterprises provide online medical consultation，online commodity purchase services，etc.for individuals.B2C e-commerce website consists of three basic components.

（1）Shopping mall website that provides online shoppingsites for customers.

（2）Distribution system responsible for the delivery of goods purchased by customers.

（3）Bank and certification system responsible for customer identity confirmation and payment settlement.

B2C是Business-to-Customer或Business-to-Consumer的缩写，即商家或商业供应方（泛指企业）对消费者的电子商务，简称为“商对客”。有时写作B to C，简化为B2C。B2C是电子商务的一种模式，具体是指通过信息网络以及电子数据信息的方式实现企业或商家机构与消费者之间的各种商务活动、交易活动、金融活动和综合服务活动，是消费者利用Internet直接参与经济活动的形式。B2C是企业对消费者直接开展商业活动的一种电子商务模式。这种形式的电子商务一般以直接面向客户开展零售业务为主，主要借助于互联网开展在线销售活动，故又称为电子零售（电子销售）或网络销售，如企业为个人提供在线医疗咨询、在线商品购买服务等。B2C电子商务网站由三个基本部分组成。

（1）为顾客提供在线购物场所的商场网站。

（2）负责为客户所购商品进行配送的配送系统。

（3）负责顾客身份的确认及货款结算的银行及认证系统。

The payment method of B2C e-commerce is the combination of cash on delivery and online payment，while most enterprises choose logistics outsourcing distribution mode to save operation costs.With the change of consumption habits and the promotion of the demonstration effect of excellent enterprises，the users of online shopping keep growing.In addition，a number of large examinations such as the Civil Service examination also began to implement the B2C model.The basic requirements of B2C e-commerce include user management demands，customer demands and vendor demands.

B2C电子商务的付款方式是货到付款与网上支付相结合，而大多数企业的配送选择物流外包方式以节约运营成本。随着用户消费习惯的改变以及优秀企业示范效应的促进，网上购物的用户不断增长。此外，一些大型考试如公务员考试也开始实行B2C模式。B2C电子商务的基本需求包括用户管理需求、客户需求和销售商需求。

1.User management demands　用户管理需求

User registration and user information management.

用户注册及用户信息管理。

2.Customer demands　客户需求

（1）Provide electronic catalogs to help users search and findneeded goods.

（2）Compare similar product to help users to make decisions for purchasing.

（3）Evaluate goods，addto shopping cart，place orders，cancel and modify the orders.

（4）Be able to pay via network and track the status of orders.

（1）提供电子目录，帮助用户搜索、发现需要的商品。

（2）进行同类产品比较，帮助用户进行购买决策。

（3）进行商品的评价、加入购物车、下订单、撤销和修改订单。

（4）能通过网络付款并对订单的状态进行跟踪。

3.Vendor demands　销售商需求

（1）Check customer registration information.

（2）Handle customer orders.

（3）Complete settlement of products purchased by customer，processing their payment.

（4）Be able to release commodity information，release and manage online advertisements.

（5）Establish an interface with banks to conduct electronic auctions.

（6）Commodity inventory control.

（7）Establish an interface with logistics distribution system.

（8）Be ableto track product sales.

（9）Achieve customer relationship management.

（10）Provide after-sales service.

（1）检查客户的注册信息。

（2）处理客户订单。

（3）完成客户选购产品的结算，处理客户付款。

（4）能够进行商品信息发布，能够发布和管理网络广告。

（5）与银行之间建立接口，进行电子拍卖。

（6）商品库存管理。

（7）与物流配送系统建立接口。

（8）能够跟踪产品销售情况。

（9）实现客户关系管理。

（10）提供售后服务。

B2C e-commerce classification　B2C电子商务分类

In recent years，more and more enterprises have realized that it is necessary to make use of the innovative marketing mode of e-commerce in order to stand in an invincible position in the competition of the same industry，and even stand out.Today，B2C e-commerce has shown its great vitality in all walks of life with complete two-way information communication，flexible trading means，quick logistics distribution，low cost，high efficiency operation，etc.

近年来，越来越多的企业意识到必须要利用电子商务创新营销模式，才能在同行业的竞争中立于不败之地，甚至脱颖而出。在今天，B2C电子商务以完备的双向信息沟通、灵活的交易手段、快捷的物流配送、低成本高效益的运作方式等在各行各业展现了其极强的生命力。

B2C is the earliest e-commerce mode in China，marked by the official operation of www.yhd.com.In the long run，the business-to-consumer e-commerce will develop rapidly，and will eventually occupy an important position in the field of e-commerce.Currently，there are all kinds of B2C websites on the Internet，offering trading platforms for various consumer goods and services from books，flowers，food，daily necessities，furniture to computers and cars and others.The B2C e-commerce mode can be classified from different perspectives.

B2C模式是我国最早产生的电子商务模式，以8848网上商城（1号店）正式运营为标志。从长远来看，企业对消费者的电子商务将获得快速发展，并将最终在电子商务领域占据重要地位。目前，在Internet上遍布了各种类型的B2C网站，提供从书籍、鲜花、食品、日用品、家具到计算机、汽车等各种消费品和服务的交易平台。B2C电子商务模式可以从不同角度进行分类。(www.xing528.com)

From the perspective of buying and selling relationship between enterprises and consumers，B2C e-commerce mode is mainly classified as the following two categories.

从企业和消费者买卖关系的角度，B2C的电子商务模式主要分类为如下两种类型。

1.B2C of seller business to buyer individual　卖方企业对买方个人的B2C

It is an e-commerce mode in which businesses sell goods and services to individual consumers.Typical examples are the world-renowned http：//www.amazon.com and http：//www.dangdang.com.The steps of shopping of this mode are that businesses first set up online stores and publish all kinds of information about their goods，then consumers choose，place orders and pay online，and finally the businesses are responsible for home delivery service.Its advantage is that consumers can，without going out of their houses，get more information on goods，buy lower price and more satisfied goods，and save shopping time.No doubt，to develop this kind of e-commerce，there must be the close coordination of a high-efficiency，low-cost logistics system.

它是商家出售商品和服务给个人消费者的电子商务模式，比较典型的代表就是全球知名的亚马逊网上书店（http：//www.amazon.com）和当当网（http：//www.dangdang.com）。开展这种模式购物的步骤是商家首先开设网上商店并公布商品的各种信息，然后消费者在线选购、下单并付款，最后由商家负责送货上门。其优点是消费者足不出户就可以获得更多的商品信息，买到价格较低较满意的商品，节省购物时间。毫无疑问，要发展这种电子商务，必须有高效率、低成本的物流体系的密切配合。

2.B2C of buyer business to seller individual　买方企业对卖方个人的B2C

It is an e-commerce mode that enterprises purchase goods or services from individuals online.Colloquially，it is a communication platform where the enterprises issue demands information，and the individuals as demanders negotiate online.They freely communicate and interact with each other；each takes what he needs，realizing the rational flow and allocation of talents.This way establishes a platform between enterprises and individuals to make full use of human resources，which is very popular in today's society with a large talent flow.The most common application of this mode is the online recruitment of talents by enterprises，such a variety of talent networks as www.ChinaHR.com，www.51job.com，www.Zhaopin.com，www.cjol.com，www.86hr.com，www.cfw.cn，www.szhr.com.cn，etc.

它是企业在网上向个人求购商品或服务的一种电子商务模式。通俗地说，它是一个交流平台，在这个平台上企业发布需求信息，需求者个人上网洽谈，二者自由交流互动，各取所需，实现人才的合理流动和合理配置。这种方式建立起了企业与个人之间的联系平台，使得人力资源得以充分利用，因而在当今人才流动量大的社会甚为流行。这种模式应用最多的就是企业在网上招聘人才，如各种人才网：中华英才网、前程无忧（51job）、智联招聘、中国人才热线、伯乐人才网、中国服装人才网、深圳人才网等。

In terms of the object of transaction，B2C e-commerce can bedivided into the following three types.

就交易的客体而言，可把B2C电子商务分为如下三种类型。

1.B2C of intangible goods and services　无形商品和服务的B2C

The network itself has the function of information transmission and processing，so intangible goods and services can be directly provided to consumers through the network，such as audio-visual entertainment products，computer software，various information.There are mainly four e-commerce modes for intangible goods and services：payment browsing mode，online subscription mode，online gift mode and advertising support mode.

网络本身具有信息传递和处理的功能，因此无形商品和服务就可以通过网络直接向消费者提供，如视听娱乐产品、计算机软件、各种信息等。无形商品和服务的电子商务模式主要有四种：付费浏览模式、网上订阅模式、网上赠予模式和广告支持模式。

2.B2C of tangible goods and services　有形商品和服务的B2C

Tangible goods are traditional physical goods.The delivery of these goods and services is not through the information carrier of computer，but still through the traditional way.There are three types.

有形商品即传统的实物商品，这种商品和服务的交付不是通过计算机的信息载体，而仍然是通过传统的方式来实现的。可以分为三种类型。

（1）Retailers operating offline goods：These enterprises have real stores or shopping malls.Online retail is only as a channel for companies to open up the market，and they do not rely on online sales to survive，such as Wal-Mart in the United States，China's Shanghai Book City，Shanghai Lianhua supermarket，Beijing Xidan Mall.

（1）经营离线商品的零售商：这些企业有着实实在在的商店或商场，网上的零售只是作为企业开拓市场的一条渠道，他们并不依靠网上的销售生存。如美国的沃尔玛，中国的上海书城、上海联华超市、北京西单商场等。

（2）Virtual retail businesses without offline stores：Such businesses are the products of Internet commerce.Online sales are their only way of selling；they survive by selling online，such as Amazon online bookstores（http：//www.amazon.com）in the United States.There are many such sites in China，such as www.dangdang.com，joyo.com，www.amazon.cn，etc.

（2）没有离线商店的虚拟零售企业：这类企业是Internet商务的产物，网上销售是他们唯一的销售方式，他们靠网上销售生存，如美国的Amazon网上书店，在中国也有许多此类的网站，如当当网、卓越网等。

（3）Commodity manufacturers：Commodity manufacturers sell their products directly on the Internet，which not only brings customers a price advantage and customization of goods，but also reduces the backlog of goods inventory.Dell Computer Company，for example，one of the world's largest computer makers，is the most successful example of online sales by commodity manufacturers.

（3）商品制造商：商品制造商采用网上直销的方式销售其产品，不仅给顾客带来了价格上的优势及商品客户化，而且减少了商品库存的积压。例如，戴尔计算机公司，世界上最大的计算机制造商之一，是商品制造商网上销售最成功的例子。

3.B2C of comprehensive mode　综合模式的B2C

In fact，most enterprises do not just adopt an e-commerce mode for online sales，but often a comprehensive mode，which combines various modes to implement e-commerce.Comprehensive type is to cover a wide range，exert its brand influence，actively seek for new profit points，and cultivate core businesses.Golf web，for example，is a website with 3，500 pages of information about golf.Of those，40% of the revenue came from subscriptions and service fees，35% from advertising，and 25% from sales at the site's professional retail outlets.The website has already attracted advertisements from many large companies，such as Bank of America，AT＆T，etc.The professional retail outlets earned up to $100，000 in the first two months.

实际上，多数企业网上销售并不是仅仅采用一种电子商务模式，而往往采用综合模式，即将各种模式结合起来实施电子商务。综合型就是涉及面要够广，要发挥自身的品牌影响力，积极寻找新的利润点，培养核心业务。如Golf Web就是一家有3，500页有关高尔夫球信息的网站，其中40%的收入来自于订阅费和服务费，35%的收入来自于广告，还有25%的收入是该网站专业零售点的销售收入。该网站已经吸引了许多大公司的广告，如美洲银行、美国电报电话公司等，专业零售点最初两个月的收入就高达10万美元。

Selection of B2C e-commerce mode　选择B2C电子商务模式

The three problems to be considered firstly in carrying out e-commerce in enterprises are：

Sell what—Select products with certain advantages，suitable for online sales；

Sell to whom—Define the consumer group of the products，that is，the target audience，divide the audience according to the products，and then conduct accurate marketing；

How to sell—Subdivide products and consumer groups，understand their preferences，determine the way of publicity，and conduct targeted marketing.

企业开展电子商务首先要考虑三个问题。

卖什么——选择具有一定优势、适合在网上销售的产品；

卖给谁——明确产品的消费人群，即目标受众，根据产品对受众进行划分，然后精确营销；

怎么卖——细分产品和消费人群，了解他们的偏好，确定宣传方式，有的放矢地进行营销。

After clarifying the orientation，we should choose the suitable B2C e-commerce mode.At present，there are two mainstream B2C e-commerce modes，namely，third-party e-commerce platform and independent website built by enterprises.The former advantages are large enough platform，a large number of users，stable income，flexible market，and brand guarantee；the disadvantages are high cost，strong dependence，many penalties and high requirements，such as domestic well-known e-commerce platforms Tmall，JingDong，etc.The latter advantages are autonomous ownership，independent domain，no dependence on any platform and low cost；the disadvantages are the need for professional operation and promotion talents，high operational flow，conversion rate，and others.Each of the two modes has its own merits and demerits，and the suitable B2C mode should be chosen according to the different development situation of enterprises.Of course，you can do both at the same time for security.

明确了电子商务定位后，就应该选择适合的B2C电子商务模式。目前主流的B2C电子商务模式有两种，即第三方电子商务平台和企业自建的独立网站。前者优点是平台足够大、用户多、收入稳定、市场灵活、有品牌保证；缺点是费用昂贵、依赖性强、处罚多、要求高，如国内知名电子商务平台天猫、京东等。后者的优点是自主拥有、域名独立、不依赖任何平台、费用低廉；缺点是需要专业的运营和推广人才，高的操作流量、转化率等。两种模式各有优缺点，要根据企业发展的不同情况选择适合自己的B2C模式。当然，为了安全保障，也可以两者同时进行。

Typical B2C modes：TMALL，JD，VANCL　B2C之典型代表：天猫、京东、凡客

The three giants of Tmall.com，JD.com and Vancl.com represent three different B2C e-commerce modes，and their operating and profit modes are different.Each of the three B2C modes has its own advantages.

天猫、京东、凡客三家巨头代表着三种不同的B2C电商模式，他们的运营模式和盈利模式都不相同。这三种B2C电商模式各有优势。

1.Tmall—a service platform　天猫——服务平台

Taobao Mall was officially renamed Tmall on the morning of January 11，2012.Tmall is a brand-new B2C e-commerce platform created by Taobao，a comprehensive shopping website.Tmall integrates thousands of brand owners and manufacturers to provide one-stop goods and services trading solutions for businesses and consumers.Tmall's leading position in the B2C industry is unrivaled.Tmall Mall model is to online sales platform，which is almost a complete third-party e-commerce trading platform.Similar to shopping malls in our real life，businesses can sell a variety of goods through this platform.Tmall gets the service charge by attracting businesses to come in.In this online trading model，Tmall is a third-party that does not directly participate in the transactions between buyers and sellers；its important responsibility is to maintain the orderly transactions.The similar to the Tmall Mall is the QQ Mall.

天猫这个名字是由“淘宝商城”在2012年1月11日上午正式更名而来的。它是淘宝网全新打造的B2C电子商务平台，是一个综合性的购物网站。天猫整合数千家品牌商、生产商，为商家和消费者提供一站式商品和服务交易解决方案。天猫在B2C行业的领先地位是无人能敌的。天猫商城的模式是做网络销售平台，几乎是一个完全的第三方电子商务交易平台。与我们现实生活中的购物商场类似，商家可以通过这个平台卖各种商品。通过吸引商家入驻，天猫从中获取服务费。在这种网上交易模式中，天猫是第三方，不直接参与买卖双方的交易，其重要的职责是维系交易的有序进行。与天猫商城类似的还有QQ商城。

2.JingDong Mall—selling products independently　京东商城——自主经营卖产品

JingDong Mall is the largest comprehensive online retailerin China and one of the most popular and influential e-commerce websites among consumers in China's e-commerce sector.JingDong Mall mainly self-employs online retail，namely，by acquiring the businesses'agent right of“network channel”，known as their agents，implementing the online sales of goods to obtain the sales profit.This model is similar to the real-life large supermarkets such as Wal-Mart，Tesco and Carrefour，which introduce various sources of goods for self-operation.JingDong purchases goods from various manufacturers and then sells them on its own mall，where consumers can buy in one-stop shop.As a seller，JingDong is responsible for the operation of such a huge online mall，which promises to guarantee the quality of goods and after-sales service.The advantages of this model lie in products varieties and high overall profits；the Mall can make the overall adjustment to its products according to market conditions and enterprise strategies；the Mall holds the right to operate，whose internal competition is small，and which is highly unified to external.The disadvantages are the large internal organization，slow market response，more competitors，not flexible product variety expansion，and easy to conflict with supplier.The similar to the JingDong Mall is the Dangdang.com.

京东商城是中国最大的综合网络零售商，是中国电子商务领域最受消费者欢迎和最具影响力的电子商务网站之一。京东商城的网上零售主要为自营，即通过获取商家的“网络渠道”代理权，称为其代理商，然后实施商品的网上销售，获取销售利润。这种模式类似于现实生活中沃尔玛、乐购、家乐福类的大型超市，引进各种货源进行自主经营。京东先通过向各厂商进货，然后在自己的商城上销售，消费者可以在这里一站式采购。京东作为卖家自己负责经营如此庞大的网络商城，承担对商品的质量、售后服务的保证。这种模式的优点在于经营的产品多样，综合利润高；商城可以根据市场行情，根据企业战略对自己销售的产品做出整体调整；商城握有经营权，内部竞争小，对外高度统一。缺点在于内部机构庞大，市场反应较慢，竞争对手较多，产品种类扩充不灵活，容易与供货商发生矛盾。与京东商城类似的还有当当网。

3.VANCL—self-marketing for brand　凡客诚品——自产自销做品牌

VANCL advertising slogan：VANCL，love life，love freedom，I am VANCL.VANCL model is similar to the real-life Metersbonwe，Xtep and other clothing stores，which is mainly a self-marketing business model.VANCL started by selling clothing products，and also successively launched home furnishing，cosmetics and other products.These products that VANCL sells are basically made and sold by VANCL itself.The whole process from production to sales is determined by VANCL itself.The advantages of this model are that the whole industrial chain of products can be controlled and the company's target profit can be made from the production of products without supplier supply restrictions.The disadvantage lies in difficulty in expanding product categories.Like VANCL，there are KELA diamonds，Moonbasa，and so on.

凡客体广告语：凡客诚品，爱生活、爱自由，我是凡客。凡客诚品的模式类似于现实生活中的美特斯邦威、特步等服装专卖店，主要是自产自销的经营模式。凡客靠卖服装类产品起家，又陆续推出家居、化妆品等产品。凡客所销售的这些产品基本上都是凡客自己生产，自己销售。从生产到销售的整个过程都是由凡客自己说了算。这种模式的优势在于，产品的整个产业链都可控，公司的目标利润可以从产品生产时制定，没有供货商的货源限制。缺点在于产品品类扩张困难。与凡客诚品类似的还有珂兰钻石、梦芭莎等。