对于一家B2C电子商务企业的发展而言,其以管理费用、营销成本和物流成本为主的交易成本就显得十分重要。凡客诚品由于其快速扩张带来的高昂的交易成本,使得企业陷入了亏损的境地。本文以凡客诚品为对象,讨论凡客诚品的经营模式下的交易成本,以及其高昂的交易成本给凡客诚品带来的危机,最后根据凡客诚品所出现的问题提出降低其交易成本的建议。 For a B2C e-commerce business development, its management costs, marketing costs and logistics costs-based transaction costs become very important. Where customer Eslite due to its rapid expansion of the high transaction costs, making enterprises into a loss situation. This article takes Vancl Eslite as an object to discuss the transaction costs of Van Eslite’s business model and the crisis caused by its high transaction cost to Eslite Eslite. At last, the suggestion of lowering the transaction cost is proposed according to the problems that Van Cleef has caused.