Research On Development Mode Of Small & Micro Vertical B2C E-Commerce Business Based On The Long Tail Theory

The E-commerce market of China has been developing rapidly for years, its trade size has growed up from 6.4 trillion yuan in 2011, to 16.4 trillion yuan in 2015 with an annual growth of 26.33%, and is expected to reach 27.3 trillion yuan in 2018. E-commerce has developed so great that there are already many business modes today. As a basic mode of E-commerce business modes, B2C’s potential is very huge. In 2011, the trade size of B2C online market was only 202.4 billion yuan, but the number has increased to 1.97 trillion yuan after 4 years. At present, even B2C is hot in China, the development situation is still seriously, in addition to the few enterprises, the B2C industry is almost total loss. These small and micro vertical B2C E-commerce businesses’living space has been narrow increasingly due to subjected to the upstream manufacturers and the downstream platform enterprises. So, how the small and micro vertical B2C E-commerce business develop has become a widespread concern.On the basis of researching and analysis on the Long Tail Theory and the vertical B2C E-commerce mode, this paper has researched four elements of the small and micro vertical B2C E-commerce business, which are market positioning, core resources, business partners, customer relationship. By using the knowledge points and analysis method of the Long Tail Theory, this paper has summarized the design methods of the four elements and structured the development mode of small and micro vertical B2C E-commerce business based on the Long Tail Theory(the long tail mode for short). After that, the long tail mode has been practiced in a case enterprise. The purpose of this study is to help the small and micro vertical B2C E-commerce business survive and develop in the harsh business environment. The conclusion of this paper is:the long tail mode is specifically structured for the small and micro vertical B2C E-commerce business in China. The long tail mode has general reference, guidance and practical significance, and it will definitely help the small and micro vertical B2C E-commerce business develop.