Analysis On The Profit Patterns Of Business To Customer E-commerce In China

China e-commerce has been developed for fifteen years since8848was founded. There was about10millions net-citizen in china, but the number has increased to five hundred million and thirty million and eight million, the scale of people who do the shopping online even increase to two hundred million and ten million.B2B、B2C and C2C e-commerce all have a good development, the proportion of the trading volume of b2c e-commerce of the whole trading volume of china e-commerce has been increasing. However, some corporations are a flash in the pan, some companies are developing steadily, but more are advancing with difficulties. The profitability is threshold for e-commerce company whether it can survive or not.The paper mainly research on the profit patterns of e-commerce. Whichever business patterns be taken, the profitability is an inescapable problem for a corporation, most of researches on business patterns start from profit angle, emphasizing that business pattern is the logic for corporation to make profit, and it is a conceptualized express of profit patterns.To achieve the aim of making money, profit pattern is the specific method and road for corporation’s business activities. Because of this, the paper simplifies the business pattern as the profit pattern, and research the constitute of different profit patterns concretelyThe first chapter is introduction; Firstly, this chapter starts from the present development situation of china e-commerce, pointing out the shortcomings of some B2C e-commerce corporations, and then discusses the significance of B2C e-commerce Corporation choosing the right profit pattern which is suitable for self; secondly, By researching the paper on the profit patterns of B2C e-commerce from internal and external, the paper considers that two viewpoint are most popular:the one is profit pattern viewpoint, it lays particular emphasis on the source of revenue and method of profit; the other is operation viewpoint, it considers that business patterns are not only profit problem but also involves the concrete links in corporation’s operation, it is a more complex process of value creation. Based on different definitions and essential factors, the classification of profit pattern is different. Researchers from internal and external, for example,Rappa、Timmers、 Afush、Tucci、lvbenfu and so on, had given different classification. Finally, the paper discusses the development process and characters of china B2C e-commerce.The second chapter is mainly about the elements and classification of profit pattern. First of all, this chapter discusses the relation between e-commerce profit patterns and the process of value creation, and considers that the core of profit pattern is the Mechanism of profit patterns; it gives theory evidence for the classification of profit pattern. Secondly, by referring to predecessors’ research, the paper considers that the profit pattern of e-commerce corporation as "1&5"pattern simply, namely, a core value system and five essential elements.the core value system is mechanism of value creation, defining the whole system of profit patterns based on market demand, five elements are target of value, proposal of value, creation of value, realization of value, protection of value. Two researchers from Norway consider that there are three value structures, namely, value chain pattern, value shop pattern, value network pattern. In view of the above, the paper classifies the profit pattern of b2c e-commerce into three value patterns; this is value chain pattern, value shop pattern, value network pattern.The third chapter is case research, the paper chooses360buy as represent of value chain pattern and tmall as represent of value network pattern, through research this two profit patterns to check the rationality of classification and elements of profit pattern above mentioned. Paper also introduces six different profit patterns which may be popular in the future.The fourth chapter analyses the specific contents of these three profit patterns, and discusses the reason of b2c corporation’s loss and corresponding countermeasure, and summarizes the whole paper.