Study On Development Of The Electronic Commerce Format From The Perspective Of Network Ecological

Nowadays, the global economic development has entered the era of networkeconomy,the internet has been all over the whole world, and already started to bringgreat effect to the various countries of the world and the global economictransformation. It is also accompanied by the development of the economy, electroniccommerce is gradually changing the mode of economic development and thecirculation of commodities, the economic ties and the circulation of commodities havegradually changed the original communication way,which between each country ofthe world, state and enterprises, enterprises and enterprises, enterprises andindividuals,the individual and the individual,more starts carries on through theelectronic commerce way. It can be said that, electronic commerce began to challengethe traditional economic trade forms, in the future development, e-commerce formatwill change the existing economic forms, thus changing the mode of economic growth,promote industrial restructuring and upgrading, promote circulation modernization, aswell as being an important way to boost domestic demand, expand consumption,and promote employment.The interrelation and interaction between the micro individual in the social andeconomic system can be depicted by network ecological. That is not only tounderstand the characteristics of real networks, but also to understand thedevelopment and formation of network from the perspective of network ecological.Research on the network ecological has become a new hotspot in academic circles,and the application of network ecological theory on electronic commerce format israre, less basic theories in this field, also is not systematic, the paper attempts toconstruct the analysis framework of network ecological analysis on development ofthe format of electronic commerce. This article utilizes the network ecological theory, analyzes structure and itsintrinsic regularity of electronic commerce format, constructs the network ecologicalanalytical framework of electronic commerce format, clears that the electroniccommerce format is the inevitable trend of the economic structure transformation.Onthis foundation, study the network ecological characteristics of the electroniccommerce format in-depth using network ecological theory. Find out the interrelationand interaction between ist participants, thus found its intrinsic regular. Clear thestructure of electronic commerce format from the view of network ecological,construc the structure model of electronic commerce format. From the actual situation,defining the development of electronic commerce format in different stages ofdevelopment, and explaining the characteristics of each stage and development trend.Constructs the system dynamics model of electronic commerce format,analyze thelogic relationship between the main influencing factors from themacrolevel,quantitative analysis of the future trend of development of electroniccommerce format. Finally, take the development of retail electronic commerce formatas the case, analysis the developing process, the network ecology characteristic andthe structure of retail electronic commerce format from the perspective of networkecological,and analyzes the main problems which its present exists, and will make thecorresponding forecast to the future trend of development.The main contents of this paper are as follows:First,introduces the main background and significance of this research.From thecurrent situation of the development of electronic commerce, carries on certainsummary to the existing research results, evaluates the existing research results,clears about the electronic commerce format is the main research body of this paper,and the starting point of research.Second,the foundation of relevant theory.On one hand,review the theorise of thenetwork ecological form the four aspects of ecology,ecosystem,network ecologicaland network ecosystem.On the other hand, reviews the research of format, electioniccommerce format, defines the concept of broad sense and narrow sense of electroniccommerce format, clears the electronic commerce format of narrow sense is the research object of this article.Third,analyze the network ecological characteristics of electronic commerceformat. First of all, summarize the network ecological from three aspects of theconnotation, the composition,and the characteristic.Thereby analyzing electroniccommerce format of connotation, nature, composed and features, form networkecological of perspective. Finally, on the basis of the above analyzing,summarized thenetwork ecological characteristics of electronic commerce format form fiveaspects:the diversity of niche,the general relationship between the participants,thenetwork of the relationship of the participants,the complexity environment andunpredictable of the development of future.Fourth,analyze the structure of the electronic commerce format from theperspective of network ecological. Electronic commerce has been applied in variousfields of our country, such as industry, agriculture, circulation industry, financialindustry and other industries, while the application of the different fields, but thefeatures of electronic commerce format are the same.Such as the types of format tendsto diversified, operation tends to integration,competition tends to hierarchical,and thedevelopment emerging innovations.Then,we should not only analyze the ecological structure of electronic commerceformat,there is also the individual, population, community and ecosystem inelectronic commerce format,but also analyze the format structure from two kinds oftime and space angle, finally established the structure model of electronic commerceformat in the view of network ecological.Fifth, research on the development process of electronic commerce format fromthe view of network ecological. Evolution of electronic commerce format has certainecological characteristics, because simultaneously comes under the influence whichinside and outside environment changes unceasingly, the development of electroniccommerce format passed through the initial period, the development period,expansion and upgrade. In the process of development of electronic commerce format,also is following certain rule, such as self-organization rule, ecology rule, integrateddevelopment and take market demand as guidance and so on.Then, we based on the rules of development of electronic commerce format, make corresponding forecastedfor the development tendency of electronic commerce format, such as the futuredevelopment take the information and the technical application as the leadership,highlight non-cxclusive of the resource,more fuzzise the boundary of the enterprise and enhances the permeability of thetransaction.Finally,constructs the system dynamics model of electronic commerceformat,analyze the logic relationship between the main influencing factors from themacrolevel,quantitative analysis of the future trend of development of electroniccommerce format.Sixth, analysis of the development of retail electronic commerce format in viewof network ecological. First of all, the development of electronic commerce format inthe retail industry is prosperous field in our country, not only has become theimportant prop of economy development in our country, also has the most directinfluence on our production life.We take the theory research that the networkecological characteristic,structure,development of the electronic commerce formatfrom the network ecological perspective as the foundation,and analyze thedevelopment of retail electronic commerce format from view of networkecological,then based on analysis of the development process of retail electroniccommerce format, explore the retail electronic commerce format of networkecological characteristics, analyze the network ecological structure, discuss the issueof retail electronic commerce format, and make predictions about the futuredevelopment trend of Chinese retail electronic commerce format.The main innovative points of this article:In this paper, based on theoretical research, through simulation and case study asa supplement, research the development of the electronic commerce format fromnetwork ecological, found and analyzed some regularity problems of development ofelectronic commerce format, The research perspective, method and the conclusionhas important theory value and practical value.First, scientifically define the concept of electronic commerce format.Althoughthe electronic commerce has developed a longer period of time, at the same time, electronic commerce has become one of the main pillars of the global economy, butfor the research of electronic commerce format is still some blank. Based on theconcept of electronic commerce and format, the concept of electronic commerceformat is more scientific definition. The concept of electronic commerce can bedivided into a broad sense and a narrow sense.In this paper, broad electroniccommerce refers to any senior or junior electronic devices for application incommerce activities, narrow electronic commerce refers to the commodity or servicetrading through the modern Internet technology activities.We base the concept of theelectronic commerce format on the narrow electronic commerce,narrower concept ofelectronic commerce with a focus on trading activities,and we think that,in a realisticenvironment,also has thenusiness strategy which electronic commerce operators usedand implemented,the selection of target market,positioning to the service object,thescale of operations,sales,service and so on, these activities are in order to promote theelectronic commerce, the electronic commerce concept cannot contain these contents,The electronic commerce format includes not only the content, but also with theelectronic commerce transaction activities. Therefore, we believe that, the electroniccommerce format refers to that the electronic commerce operators set up themanagement form that oriented by customer demand and buying patterns,we based onthe full consideration of a variety of customer psychology and purchasingbehavior,the formation of management style and management mode could through tothe effective selection and combination of the target market, operating varieties,service and price strategy and other operating elements, and achieve the circulation ofgoods or services in electronic commerce platform,and create new value.It reflectsthat the business patterns of electronic commerce enterprise appear in the market andcustomers,and satisfies the market and the customer demand by any type serviceway.And all enterprises,individuals and othersubjects who make full use of electroniccommerce to operate and trade,are the electronic commerce consumer,they all makeuse of the elcetronic commerce platform which electronic commerce provide tocomplete their work so as to get their corresponding benefits,and they have differentdivision in the whole process. Second,electronic commerce format is not only brought the network economy ofincreasing marginal benefit,but also blurred the enterprise boundary within electroniccommerce format.First of all,the electronic commerce format is mainly depend on thenetwork and the information resources which across the network,thses are the basisand cost of electronic commerce format, because the network can be used for longperiods, information resource is also non exclusive, shared,we can believe that themarginal cost of both are zero, the cost of network maintenance and informationresources processing will increasing with the number of entries,but in the view of theaverage cost,marginal cost is slow decreasing,the electronic commerce format cangain considerably with the increasing number of entries,then the network economybring a increasing trend of marginal benefit.At the same time,the enterprises inelectronic commerce format change the management with networktechnology,although have the function of buying and selling,but it is not practical togo to operate these functions of the agency,not only simplifies the process,but alsosaves the cost. It is easier and more convenient for enterprises to expand or narrowtheir scope of business or business scale,and adjust enterprise boundary.Therefore,inthe network technology environment,the boundary of each enterprise in electroniccommerce format is not obvious as boundary in the traditional market,they can adjustand change their scope and scale of operation according to the market,thus theboundary of the enterprise which in electronic commerce format will become fuzzier.Third,put forward four stages of the development of electronic commerce formatclearly. According to the development of network technology and the characteristicsof electronic commerce format, The development of electronic commerce format isdivided into：the initial period, the development period, expansion and upgrade，in theinitial period,it is just a electronic commerce transaction through internet,and forms abasic operation mode,this mode is universality,suitably and irreplaceable in a longerperiod.In his development,there are more and more operation mode,meanwhile,thenumber of every operation mode have explosive increase,but they are all alone in theoperation,and form population of electronic commerce format.In expansionperiod,exactly,the connection of the development period and the cxpansion period is very tight,it can be said that the development merge with the early expansion,andthere is no bright line between the two periods,the expansion period is thedevelopment of integration between various modes,and the relationship between thevarious subject was established,modes have the depth consolidation,at this time,notonly to expand the market,reduce unnecessary link,but also save the cost.Finally,inthe upgrading period,becaust the development of electronic commerce format isdepend on the internet technology,with the development of the internet,newtechnologies and new applications arose,a variety of new marketing mode brought byall kinds of new technologies are continuously updated,one technology isreplaced,one marketing mode to be eliminated,these are accompanied by newtechnology and new marketing mode,integrate the newer mode,and for upgrading anddevelopment.