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电子商务的B2C模式即商家直接对客户模式作为一种新兴的经济形态,近十年在全球范围内得到了飞速发展,已经形成了一个新的行业,而且具有巨大的发展潜力。本文从产业组织理论的角度,运用SCP分析框架,对该行业的市场结构、市场行为、市场绩效进行考察,以期找出制约该行业发展的因素,为该行业的健康发展提供一些理论建议。
B2C model of e-commerce that is directly to the customer business model as a new economic form, nearly a decade in the world has been rapid development, has formed a new industry, but also has great potential for development. In this paper, from the perspective of industrial organization theory, using the framework of SCP analysis, this paper examines the market structure, market behavior and market performance of the industry in order to find out the factors restricting the development of the industry and provide some theoretical suggestions for the healthy development of the industry.