Research On Evaluation Of B2C Business Models

At the end of June 2008, the number of Chinese netizens has reached 253 million; the scale of China's Internet users has leapt to first in the world. Such a large-scale of users is the base for the future development of B2C. In 2008, B2C e-commerce industry has developed fast and also facing the increasingly fierce competition. How will the B2C enterprises rapidly increase its competitiveness, establish the competitive advantages of their own in this cruel market for their survival and development?Business model is an important factor for the success of B2C enterprises. If there is no successful business model, there would be no long-term development of B2C enterprises. Research and evaluation of B2C business model has important theoretical and practical significance. For shareholders evaluating B2C business model can help them judge the expect profit of the B2C enterprise. For B2C enterprises, evaluating the business model can help them find out the disadvantages and improve the existing business model.In this paper, on the basis of theoretical synthesis of the definition, elements, and evaluation of business models, we define the B2C business model and classify it into four categories in accordance with the transaction object. They are e-commerce businesses to build a direct sales website category;e-commerce businesses building website to provide trading platform category, manufactures building website for direct sales category; traditional retailers selling products on website category. Based on the specialty of four categories of B2C business models elements we establish a B2C business model evaluation system and choose the fuzzy comprehensive evaluation method. Based on the evaluation system, we evaluate the business models of two well-known domestic companies Dangdang and Zoyo, and analyze the relative comparative advantages and disadvantages of two companies according to the results.