The Analysis Of China’s B2C Electronic Commerce During The "Portal Monopoly" Period

B2C E-Commerce, represented by Amazon, gave the fourth revolution to the retailindustry, after the department store, mail-order catalog and discount store, whichshocked the enterprise marketing and communication channels around the world. Only3years later than American e-commerce, Chinese e-commerce has been the largestonline market. As a developing country, the late-development advantage in technologymade us to build e-commerce websites of all sizes rapidly under the copy of Amazonand eBay. However, the late-starting disadvantage in system and structure made B2Cwebsites in America and China different in form. It’s the purpose of this article toexplore the differences of American and Chinese B2C e-commerce and the reasonbehind the differences.Based on the development of Chinese B2C e-commerce in1999-2004, and contrastdifferences in B2C e-commerce development of China and the United States in thisphase, this paper tries to reveal the causes of differences from the web users’ value level.With the guidance of historical comparative analysis, by mixed using of existingstatistical data, literature, newspapers and other sources of evidence, and throughdiachronic longitudinal comparison and international horizontal comparison we foundthat: the rapid development of Chinese B2C and C2C websites benefited from thelate-development advantages of the imitations of American model; but thelate-development disadvantages of structure, business environment, payment andlogistics in the structure of logistics, on one hand restricted the developing of ChineseB2C websites, on the one hand mould the local characteristics of the Chinese B2Cwebsites, making Chinese B2C e-commerce having the new and old forms meanwhilein development process.The huge differences in development environment influenced the developmentlevel and characteristics of B2C e-commerce of China and the United States, but it wasthe Internet user value that restricted the development of Chinese B2C deeply. TheAmerican Internet market with much more active Internet users and higher broadbandutility ratio promoted the development of the B2C e-commerce market greatly. Grassroots’ netizens structure didn’t match the ideal online users highly; onlinepurchasing power and consumption level is low, which restricted the development ofB2C e-commerce fundamentally. Therefore, we know that Internet user value is the keyfactor of B2C e-commerce development differences between China and the UnitedStates.