B2C E-commerce Competitive Strategy Research Based On The Niche Theory

In recent years, large amounts of B2C electronic commercial enterprises rose rapidly and had made remarkable achievements, with the rapid development of information technology in China. But at the same time, many enterprises were caught in a spiral of low levels of vicious price competition gradually because of homogeneity in products and services, which is bad for the development of B2C electronic commercial industry. This article believes that the root of the competition between enterprises is the overlap of enterprise ecological niche. In addition, too much overlap would trigger vicious competition. Therefore, avoiding homogeneity competition between B2C enterprises can be achieved by reducing the overlap of ecological niche.First, this article applies ecological niche theory to analyze the competition problem of B2C electronic business enterprises. Second, it measures the indexes, such as width, overlap, suitability degree and evolutionary momentum of enterprise ecological niche in competition with the dimension of enterprise resources, market space, viability and time, by using competition analysis model from previous research summary as reference and combining the characteristics of B2C electronic business industry, combined with Lotka-vo terra’s the system model of competition and mutual benefit. Finally, it analyzes the relative advantage position of enterprises in competition. Enterprises can select effective competitive strategies which are suitable for themselves according to their own advantages. Thus, enterprises can avoid massive overlaps of ecological niche effectively and reduce the negative effects brought by homogeneous competition as far as possible.