Objective Analysis and Development Forecast of Vertical B2B2C E-commerce Mode

Abstract: Research background - with the popularity of the Internet and the upgrading of electronic equipment, the e-commerce mode has gained an advantageous position in the contest with the traditional business mode. E-commerce has become a necessary way for enterprises to expand the market. In the course of the development of e-commerce, different e-business models have also been produced. They have different adaptability according to the product or target customer orientation of the enterprise. Through the survey, we find that the analysis of professional vertical B2B2C e-commerce mode between enterprises and consumers is still very few. Purpose - It is hoped that this paper will provide a reference for e-commerce enterprises to carry out e-commerce activities through the conclusion of the feasibility of vertical B2B2C. Research methods - On the basis of reading and collecting a large amount of data in the earlier period, this paper summarizes the collected data according to the grounded theory proposed by Barney Glaser and Anselm Strauss, extracts three categories. We objectively summarize the theories put forward by scholars, and then add data support to draw objective conclusions and theories. The main data collection is obtained through a structured interview with the president of the Shangpa, while also using scientific papers, reports, websites and books, and other auxiliary data. The case company is working with B2B2C e-commerce mode in their business. Findings - By analyzing the main body of vertical B2B2C e-commerce mode (enterprises, third party platforms and consumers), as well as the economic and policy environment, we summarize the objective environment. Making development forecast through the analysis of the advantages and development difficulties of vertical B2B2C e-commerce. Conclusions – The market environment, the policy environment and the promotion of the enterprise's own ability are all beneficial to the enterprise to carry out vertical B2B2C e-commerce in China. However, if the enterprises want to survive in the same subdivision industry, capital investment, team building and logistics warehousing should be the focus of the enterprise.