Study On The Business Model Of Internationalized Management Of B2C Electronic Commerce Enterprises

With the emergence and the development of Internet, B2C electronic commerce appeared in 1990s, which experienced more than 20 years of development and already penetrated people’s daily life. B2C e-commerce enterprise giants appeared both at home and abroad, such as amazon, ebay, lotte, taobao,360buy and so on. As the network technology and the development of B2C e-commerce industry, it presented an increasingly fierce competition. Marketing resources of local market could not meet the need of B2C electronic commerce enterprises for further development. With the aid of abundant capital and quite advanced technology, overseas B2C electronic commerce enterprise starts to flood into the market in our country, joins in the race among B2C electronic commerce in China, and has further strengthened the pressure; along with B2C electronic commerce enterprise’s growth as well as the development of economic and social development, our domestic B2C e-commerce market growth potential decline gradually. Thus, Chinese B2C electronic commerce enterprise must look into the overseas market in order to further development; In addition, many Chinese manufacturers with low production cost and inexpensive product price, are competitive in the international market, which is conducive to Chinese B2C e-commerce enterprises to carry out international operation. Under this circumstance, to study business model of internationalized management of B2C electronic commerce enterprises is extremely necessary.First, it analyses present situation of B2C electronic commerce enterprises’ internationalized management in a qualitative way, including the analysis of internationalized management environment, the internationalized management development power as well as the internationalized management development course, which forms the basic internationalized management concepts of B2C electronic commerce enterprise in China. By the analysis of the main business model of B2C electronic commerce enterprise at home and broad, it summarizes the business model’s characteristics of internationalized management of B2C electronic commerce enterprises, which makes contributions to building the evaluation system in regard to business model of internationalized management of B2C electronic commerce enterprises.Based on the theoretical value of the business model, combining the business model analysis of B2C e-commerce businesses, and according to principles of evaluation index, it constructs three-level, multi-index and comprehensive evaluation system as for business model of internationalized management of B2C electronic commerce enterprises. It employs the Analytic Hierarchy Process and the Fuzzy Comprehensive Evaluation to analyze the business model of internationalized management of B2C electronic commerce enterprises; it uses comprehensive evaluation system to conduct an empirical analysis on Lightinthebox, and uses Deviation Value to propose the improvement order of the business model elements.Finally, it has given the advice in the following two aspects. First, the government should strengthen network communication infrastructure, logistics transportation facility and other infrastructure, focus on talents cultivation, formulates the reasonable tax revenue and admission customs system, and enhance international cooperation, promoting healthy development of B2C electronic commerce enterprises’ internationalized management in China. Second, B2C electronic commerce enterprises should formulate the reasonable business model and marketing strategies, improve management philosophy, adapt to internationalized management environment, and carry out internationalized management in stages with suitable speed.