Research On The Structure And Its Optimization About E-commerce Web Information Ecological Chain

In recent years, China’s information technology has witnessed rapid development. Dueto its openness of information and cheap operation cost, business websites not only becomethe main platform of enterprise operations, but also turn into the preferred medium forconsumers to obtain all kinds of business information. However, people improperly develop,manage and utilize information resources in business network space, which leads to endlessproblems of business information, such as overload, monopoly and pollution. Disorder in theprocess of information transfer also results in increasingly worsening of developingenvironment of business websites.Since the holding of China’s18thSession of the National People’s Congress in2012,ecological civilization construction has been incorporated into the overall layout of socialistmodernization. The report of China’s18thSession of the National People’s Congress haspinpointed the general requirements of vigorously promoting ecological civilizationconstruction, namely setting up ecological civilization concept of respecting, conforming toand protecting nature, putting ecological civilization construction into a prominent position,integrating ecological civilization construction into various aspects and the whole process ofeconomic, political, cultural and social construction, actively developing circular economy,promoting the reduction, recycle and resource recovery in the processes of production,circulation and consumption and propelling the formation of a new pattern of modernizationconstruction of the harmonious development between man and nature. With the introductionof the mainstream ideology of ecological view in China,“ecological consciousness”, as thekeyword in the development process of business websites, finds a new breach to solve theinformation problems of business websites.At present, studies of Chinese scholars on the information ecological problems ofbusiness websites have achieved certain results. Zhang Xiangxian has early studiedenterprise e-commerce information eco-chain, thought e-commerce information eco-chain ismade up of a backbone chain and a supporting chain and constructed an information flowmodel of enterprise e-commerce information eco-chain and a management mode aimed atinformation agent and environment. Zhang Haitao and Sun Xueshuai et al. have analyzed business websites, established an information ecosystem of business websites andsystematically studied its operation mechanism. On this basis, Zhang Haitao and Zhang Li etal. have further probed into the configuration and evaluation of the information ecosystem ofbusiness websites. Ma Jie has pointed out the methods, thoughts and existing problems ofinformation classification system of e-commerce websites, explored and analyzed therequirements of the balance of e-commerce information ecosystem for website informationclassification system and put forward optimization strategies of website informationclassification on this basis.The paper takes ecology and information eco-chain as research basis, analyzes themeanings and characteristics of information eco-chain of business websites, deeply probesinto the components of information eco-chain of business websites and explicitly expoundson the three structural elements of information eco-chain of business websites, namely“node”,“node relationship” and “link mode”. On this basis, the paper learns from relevanttheoretical and research methods like “value chain” and “supply chain”, begins with the fourfactors, including information, information agent, information environment and informationtechnology, constructs the structural model of information eco-chain of business websitesand is compiled by taking advantage of knowledge and method related to the fields ofmanagement science, information science and ecology, etc. Based on the structure andoptimization of information eco-chain of business websites, the paper explores, and finallytakes Taobao.com as an example to conduct an empirical study.Both the growth and development of business websites need to follow ecological law.The majority of studies conducted by scholars on information ecological problems ofbusiness websites take business websites as the main starting point. For the business networkconstituted by various business websites, studies of scholars on the integrality of informationeco-chain of business websites and the ecological relevance among websites are still veryfew. The paper refers to existing research results obtained by scholars and integrates relatedtheories and methods of information eco-chain into researches based on studyinginformation ecology theory. Constructing a harmonious information eco-chain of businessnetwork not only complies with the macro policies of China, but also provides a practical and effective way to improve enterprise competitiveness.