To Analyze The Causes And Effects Of The Price War Of B2C E-commerce

These years, E-commerce in our country has been more and more mature after a rapid development, and commodity has become increasingly alike. The development of E-commerce has been in the period of bottleneck, it is difficult for the industry to have a new breakthrough. In this context,360buy waged a price war, as a result, each big businesses are involved in the price war. The outbreak of price war has brought a huge impact on the E-commerce market. Therefore, it has a very important practical significance to understand the causes and the factors of the price war, and think of the solution in the shortest possible time.This paper uses theory methods combined with case study to analyze the cause and effect of the price war of the E-commerce,and this paper apply to a variety of basic economic theories and economic analysis tools.First, the paper introduces the research background, significance, research contents, research methods and the innovation of this study.Then, it reviews the history of our country’s market price war, the price of the related theory, domestic and foreign research dynamic are simple described.Part Three, we discuss the cause of the price war from three aspects:enterprise, industry and government.Part Four, we discuss the cause of the price war through360buy and Suning. we analyze the situation of the development of E-commerce from the perspective of the entire industry for the following analysis of the cause of price war of B2C E-commerce, and we use the study of Game Theory to analysis the case. The analysis of the case of360buy and Suning price war has a response to the reason of the price war in front, it enriches the content, the accuracy of the principle analysis proved.Part Five, We point out the effect on price war from six aspects: industry, enterprise, customers, suppliers, government and technology innovation.Finally, we put forward proposal and suggestions to E-commerce market of our country and point out the strategies of price war of B2C E-commerce. From the research, we even point out that the enterprise must be based on the long term, focus on improving enterprise’s core competitiveness, make effective development strategies. Through differentiated competition, strengthen the emotional communication with consumers, to strengthen the construction of logistics and point out the direction of the E-commerce enterprise in the future.