我国B2C网站经营的关键成功因素及实证分析

如何经营B2C网站，使之赢利，是目前许多企业极为关注的问题。文章从分析B2C网站赢利模式人手，提出了界定B2C网站成功的评价指标，进而通过探讨影响我国B2C网站赢利的主要因素，构建了一个B2C网站经营的关键成功因素模型，并运用统计调查数据进行了实证分析。

Empirical Study on Key Factors for Successful B2C Enterprises in China

With the development of ecommerce, logistic and credit system, more people decide to open online stores. However, the profit margin remains low for many. Companies concern about the operations of these stores. This paper studies wide varieties of both domestic and international B2C sites of different size and targeted clients and put forward some standards for successful B2C enterprises. Based on these case studies, this paper proposes the major reasons for their profitability and creates a model for successful B2C enterprise and conducts an empirical study on key factors to success.