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目录
第一章 引言8
第一节 选题的背景及意义8
第二节 本文的总体构思与设计思路8
一、研究目的8
二、研究构思8
三、研究方法9
第二章 淘宝新电子商务模式的概述10
第一节 淘宝新电子商务模式的简介10
第二节 新模式推行的背景11
第三节 新模式的推行进程13
第三章 淘宝“B2C+C2C”之商业模式分析15
第一节 淘宝新电子商务模式的分析15
一、 淘宝B2C+C2C电子商务模式的优势15
二、 淘宝B2C+C2C电子商务模式的劣势15
三、 淘宝 B2C+C2C 电子商务的机遇16
第二节 新模式面临的问题和影响分析17
第四章 针对新模式的问卷调研19
第一节 研究的目的与对象19
第二节 统计分析结果19
一、 “淘宝C2C卖家问卷”统计结果19
二、 “网络购物买家问卷”统计结果27
三、 “淘宝B2C卖家问卷”统计结果35
第五章 调研结果研究与分析42
第一节 研究结果讨论42
一、 “淘宝C2C卖家问卷调查”研究结果分析42
二、 “网络购物买方问卷调查”研究结果分析43
三、 “淘宝B2C卖家问卷调查”研究结果分析45
第二节 研究结论45
一、 淘宝网对于淘宝商城的宣传与推广有待加强45
二、 淘宝网将B2C与C2C业务结合，互补大于冲突46
三、 新模式前途光明，路途遥远47
四、 淘宝网将B2C与C2C业务相结合的模式会持续发展下去48
第六章 总结与展望48
参考文献52
致 　谢54
附录55

摘 要

网络购物通过多年来的发展和历经多次产业升级，已成为经济社会发展、解决劳动就业、创造国家税收的重要支柱产业。2008年，淘宝落子B2C市场，整合众多优秀企业，引入全新升级的“淘宝商城”，在新一轮的电子商务博弈中，开始崭露头角，而对于本身已具备操作熟练且又经验丰富的C2C业务的淘宝网而言，B2C业务的引入定会对其带来重大影响。基于以上背景，本文拟首先通过国内外相关理论文献，了解国内外相关最新理论成果，巩固对网络购物理论知识。其次回顾了淘宝电子新商务模式发展的相关进程与现状，重点研究其现状从而得出其存在的问题，面临的机遇与挑战。紧接着笔者展开了一系列相应的调研方案，采用问卷调查的形式，从“淘宝集市”、“淘宝商城”商家以及一般网上购物消费者三者作为切入，通过切实数据，分析淘宝此次变革带来的利弊影响，探讨“B2C+C2C”新模式未来可行性以及其长远发展趋势，最后针对所存在的问题提出切实有效的对策建议。
本文通过理论研究和问卷实证分析发现以下结果：第一，淘宝网将B2C与C2C业务结合，互补大于冲突；第二，淘宝网对于淘宝商城的宣传与推广有待加强；第三，新模式前途光明，路途遥远；第四，淘宝网B2C+C2C新模式会持续发展下去。本文针对问题所在提出了切实有效的建议，对淘宝重新认识自我，提高自我，把握机遇，迎接挑战从而实现网络购物可持续发展发挥其产业优势具有重要的参考价值和现实意义。

关键词：电子商务、B2C、 C2C、信任机制、发展、策略

ABSTRACT
Through the years of development and industrial upgrading for several times, Online shopping has become the important pillar industry reffering to the economic and social development, to resolve the problem of employment, and create the state's tax. In 2008, Taobao has entered the B2C market, integrating of many outstanding corporations, with the introduction of a new escalation of the "Taobao Mall", and began to cut a striking figure in the new round game among e-commerce, the B2C business will make major impact to the C2C business. Against this background, in this paper, first of all, the author has began to understand the theory both at home and abroad related to the latest results theoretical knowledge referring to the Online Shopping. Secondly, the author have reviewed of the new Taobao e-business model related to the development process and the status quo and focus on its status so as to arrive at its problems, opportunities and challenges, then the author have embarked on a series of research programs, with the use of survey forms, from the sellers of " Taobao market ", "Taobao Mall" as well as general online shopping consumers as a cut, to make analysis about the impact of changes brought about by the pros and cons to Taobao through effective data, and to explore the feasibility of the new model "B2C + C2C", as well as its future trends, at last put forward the corresponding countermeasures and suggestions according to the results of the empirical analysis from the questionnaires.
In this paper,the author have found the following results through theoretical research and empirical analysis of the questionnaires: First, TaoBao B2C and C2C business will be combined and complementary rather than conflict; Secondly,the publicity and promotion of Taobao Mall needs to be strengthened; Third, the new model will be of a very bright future, but of a distant road; Fourth, TaoBao “B2C + C2C” new model will continue to develop in future. In this paper, the author will put forwad several practical and effective recommendations according to the problems which have come up in the questionnaires, this article will have reference value and great significance for Taobao to self-improve, grasp opportunities,meet challenges in order to achieve sustainable development in the future.

KEYWORDS: E-commerce，B2C，C2C，Trust mechanism，Development，Strategy

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