Research On The Formation And Selection Of B2B Development Platform For FMCG Based On Platform+Distribution Perspective

In recent years,with the continuous development of the national economy and the popularization of Internet Information Technology,the e-commerce market in China has been developing unprecedentedly.Especially the B2 B e-commerce market,which is in the dominant position,has both opportunities and challenges.Under the tide of the Internet,the traditional development mode of China's FMCG(Fast Moving Consumer Goods)industry has been impacted and challenged.Many FMCG enterprises have embarked on the way of developing B2 B e-commerce.Leading by the two industry giants of JD and Ali,many brand merchants,dealers,and chain supermarket enterprises are undergoing the rapid transformation of “+ Internet”.In 2017,more and more enterprises joined the development of B2 B mode of fast consumer goods,from controlling stores to controlling the goods,from self-employment to matchmaking,from the high-frequency category to the satisfaction of one-stop category,from commodity efficiency to logistics efficiency.More B2 B models are being innovated to push the FMCG B2 B towards a better direction.However,the B2 B mode of China's FMCG also faces some challenges in the rapid development,facing the choice and development problems from the platform business mode and distribution mode,especially in the field of logistics distribution.The good business operation mode of B2 B platform can improve the operation efficiency of the enterprise,save the cost and improve the customer satisfaction.Therefore,how to choose a correct and reasonable operation mode that can meet the development of B2 B e-commerce is the key issue to be solved in the field.In this thesis,the concept,characteristics and classification of B2 B e-commerce are first analyzed with “B2B platform + distribution” as the starting point,and the relevant researches on the combination of B2 B e-commerce and China's FMCG industry are emphatically analyzed.At the same time this thesis involves in B2 B platform development model of e-commerce,and related theories are introduced including the concept,characteristics and other aspects.According to the research on business process of B2 B platform,the development of platform e-commerce is illustrated from two aspects of business development mode and background of logistics distribution mode.Then,the B2 B platform of FMCG industry is analyzed from the aspects of essence and transaction logic,status,market opportunity,development value and limitation.Secondly,it is the key part of this thesis.Through literature research and field investigation,SWOT and contrastive analysis are used to form the analysis of B2 B platform business development mode and distribution mode of FMCG.At the same time,through the establishment of ISM model,the factors affecting the selection of distribution mode are analyzed.At last,this thesis makes a case analysis on the business model and distribution mode of the “Wan Chao Bang”,which is well developed.The research shows that the ideas presented in this thesis has a practical and guiding significance for the exploration and development of enterprise B2 B platform,which not only provides a reference for the enterprise operation mode of exploration and development,but also enriches the research of B2 B platform development in FMCG industry.