The Research On B2C E-commerce Distribution Mode Relying On Convenience Store And Revenue Allocation Model

With the rapid development of B2C e-commerce in china, distribution has become a big problem to be solved. The B2C e-commerce distribution mode relying on convenience store was adopted based on an alliance between B2C e-commerce enterprise and convenience store. In this distribution mode, the delivery problem of the B2C e-commerce enterprise in some extent could be solved, competitiveness of the convenience store was improved by adding it’s service items. But difficulties to implement the new mode were exsited. one of these is revenue allocation, through rational revenue allocation mechanism, resource integration and complementary advantages could be realized, cooperation between B2C e-commerce enterprise and convenience store could be promoted. So, choosing this topic as the research object has great significance.Firstly, the domestic and foreign theory researches were summarized, including B2C e-commerce distribution, B2C e-commerce distribution mode relying on convenience store and revenue allocation.Secondly, the main distribution mode of B2C e-commerce was introduced, advantages and disadvantages were analyzed respectively, through elaborating the distribution mode of domestic typical B2C e-commerce enterprises, a conclusion that B2C e-commerce enterprises built distribution centers by themselves and distribution was the combination of self-supporting and outsourcing was drawn. By analyzing the main problems of B2C e-commerce distribution and the phenomenon of low profitability that the convenience store faced, the distribution mode relying on convenience store was used, and the necessity of using the mode was analyzed.Thirdly, analyzed the B2C e-commerce distribution mode relying on convenience store in four aspects:application conditions, processes, advantages and difficulties of implementing the mode, put the following research focus on the revenue allocation.Then, the principal-agent relationship between B2C e-commerce enterprise and convenience store was analyzed. The revenue allocation model of the alliance was constructed based on principal-agent theory, the result of the revenue allocation under both the symmetric information and asymmetric information were analyzed in-depth, the agency cost was calculated. By introducing the shared remuneration payment adopted in real alliance, the function of fixed payment in the original model was analyzed, put forward that the affect of exogenous random factors could be decreased through adding compensation to the origin model, which is a more reasonable revenue allocation mode theoretically. incentive intensity to improve the effort level of convenience store was increased, the passive state of B2C e-commerce enterprise was improved, the income of B2C e-commerce enterprise was increased. the agency cost was reduced, then the remuneration of payment should be adopted was discussed tentatively, the revenue allocation model with compensative was constructed.At last, picked the following two as the research objects:JingDong mall which is second to none whatever in the respect of visits, click rate, sale quantity or industry influence and wowo convenience store which is the first and the only one to stick to develop with convenience store development pattern. Through making field survey for convenience stores, querying the data of earnings or annual report that the listed enterprises announced and referring other similar alliances, the model parameters were determined to verify validity of the method.