The Study About The Price Competition Of B2C E-commerce Industry In China

Under the impetus of the Internet technology, the B2 C e-commerce industry of our country is developing rapidly in recent years has become a new growth point of national economy.In the meantime,with Tencent buy a share in Jingdong,the current duopoly of Tmall and Jingdong Mall has been formed. In order to be dominant in the market,the price competition between B2 C e-commerce is intense,which has great impact on the industry.Based on this background, the article shows the price competition problems of B2 C e-commerce industry in China is mainly done the following several aspects of the research: First, It analyzed the current situation of B2 C e-commerce industry in China, the price competition of the B2 C e-commerce industry has following features: long time and high frequency, new hype ways, extensively affected or poor regulatory system and so on. Besides, From a long-term perspective industry price competition will affect the sustainable develepment of B2 C e-commerce and damage the long-term personal interests of consumers and not good for the development of the whole industry. Second,It analyzed the direct cause of the price competition of the B2 C e-commerce industry. By improving game theory, according to our actual for deeper reason, find that the direct reason of the price competition of the B2 C e-commerce industry as high profits and bad regulatory system and governmentmisconduct. mostly it reflects the immature industry and low degree ofe-commerce chain optimization.Third, Compared with China and American B2 C e-commerce industry, we can know the development of B2 C e-commerce industry of United states is far more mature than China,In addition,The e-commerce chain optimization of B2 C e-commerce industry of America is far more advanced than China’s,at the same time,the intensity of competition of America’s B2 C e-commerce industry is far less than China. From some aspect it reflects the immature industry and low degree of e-commerce chain optimization.which will really make B2 C in price competition. Furthermore, it provides the conclusion evidence supporting the game theory.In the end, according related conclusions and combining the features of our B2 C e-commerce industry actual condition, this paper gives five,targeted industry price competition strategies. Focus on long-term interest to strengthen cooperation between e-commerce making differentiation products, optimizing e-commerce chain, taking diversified price-off promotions ways, improving related laws and strengthening government supervision to help the industry development.