B2C市场竞争规范体系的构建——基于电子商务价格战的分析

Establishment of Regulative System for B2C Market Competition: Based on Price War among E-businesses

"电商价格战"对消费者实行"营销欺诈",损害电商企业形象和诚信度,扰乱市场秩序。通过构建n个电商企业"价格战"效应的Bertrand扩展模型,认为"电商价格战"将导致垄断,对消费者及整个B2C市场的长期发展极为不利。电商企业应该明确战略重点,将竞争焦点集中于提升用户体验、注重品质、服务和诚信上,塑造核心竞争力。要从供应商、消费者、企业、市场监管四个维度构建B2C市场竞争规范体系。

n price war marketing trick to consumers impairs the image of e-business and credibility and hurt consumers greatly.By building Bertand extensive model for effect of price war and analyzing the model,the paper concludes that price war among e-business leads to monopoly which awfully obstructs the development of B2C market and put consumers at a disadvantage.E-business should understand the strategic point： veering to improving user＇s experience,quality,service and credibility,and horning core competitive edge.4-dimension system of competition norms should be established which is based on suppliers,consumers,enterprises,and market regulation,.