摘要
现如今，全球的经济发展已经进入了网络经济时代，互联网络已经布满全球，并已经开始对世界各个国家和全球的经济变革带来巨大的影响。也正是伴随着这种经济的发展，电子商务也正在逐渐改变着经济发展方式和商品流通方式，世界各个国家之间、国家和企业之间、企业和企业之间、企业与个人之间、个人与个人之间的经济来往，商品流通等都在逐渐的改变原有的交往方式，更多的开始通过电子商务方式进行。可以说，电子商务开始向传统的经济业态形式提出挑战，在未来的发展中，电子商务业态将改变现有的经济业态形式，从而转变经济增长方式，推动产业转型升级，促进流通现代化，同时也是提振内需，扩大消费，促进就业的重要途径。
网络生态能够刻画社会经济系统中微观个体之间存在的相互联系与相互作用。即了解真实网络的结构特点，又从生态的角度了解网络的形成与发展。对网络生态的研究已经成为学术界的新热点，而应用网络生态理论对电子商务业态的研究较少见，这一领域的基础理论较少，且不系统，本文试图构建以网络生态研究电子商务业态发展问题的分析框架。
本文运用网络生态理论，剖析电子商务业态的结构和其内在规律性，建构电子商务业态的网络生态分析框架，明确电子商务业态是经济结构转变的必然趋势。在此基础上，运用网络生态理论深入研究电子商务业态的网络生态特性，寻找电子商务业态的各参与主体之间的相互作用和相互关系，从而找到其内在的规律性问题。明确网络生态视角下电子商务业态的结构，并构建当下电子商务业态的结构模型。从实际现状出发，界定电子商务业态发展的不同阶段，并阐述各阶段的特点及发展趋势。构建电子商务业态系统动力学模型，分析电子商务业态的因果关系图和流图，从宏观层面分析各主要影响因素间的逻辑关系，定量分析电子商务业态未来的发展趋势。最后，以零售业电子商务业态发展为案例，剖析网络生态视角下零售业电子商务业态的发展过程，网络生态特性及结构，并分析其现在
所存在的主要问题，并对未来的发展趋势作出相应的预测。
本文主要内容如下：
第一，介绍本文研究的主要背景及意义。首先从电子商务发展现状出发，对现有研究成果进行一定的综述，评价现有的研究成果，明确电子商务业态是本文的研究主体，确定了研究起点。
第二，相关理论基础。一方面，对网络生态理论进行梳理，分别从生态学、生态系统、网络生态和网络生态系统四个方面进行梳理。另一方面，对业态、电子商务业态相关研究进行综述，分别界定了广义和狭义的电子商务业态的概念，明确狭义的电子商务业态是本文的研究对象。
第三，电子商务业态的网络生态特性分析。首先从内涵、组成、特征三个方面对网络生态进行相关概述，从而以网络生态的视角分析电子商务业态的内涵、本质、组成和特征，最后，在以上分析的基础上，从生态位的多样性，业态主体关系的一般性、业态主体联系的网络性、环境的复杂性和未来发展的不可预知性五个方面总结概述电子商务业态的网络生态特性。
第四，网络生态视角下电子商务业态结构分析。电子商务已经应用在我国各个领域，如工业、农业、流通业、金融业及其他行业，虽然应用的领域不同，但电子商务业态的特点是相同的，如业态种类呈现多元化、经营趋于整合化、竞争进入层次化、发展涌现革新化。然后，本文不但要分析电子商务业态的生态结构，也就是电子商务业态中存在的个体、种群、群落、生态系统，还要从时间和空间两种角度对业态结构进行分析，最后建立网络生态视角下电子商务业态结构模型。
第五，网络生态视角下电子商务业态发展过程研究。电子商务业态的演化发展过程具有一定的生态特性，同时又因为受到内外环境不断变化的影响，电子商务业态的发展经过了初创期、发展期、扩展期和升级期。在电子商务业态的发展过程中，也是遵循着一定的规律，自组织规律、生态规律、整合发展和以市场需求为导向等。然后，以电子商务业态发展规律为基础，对电子商务业态的发展趋势做出相应的预测，如未来的发展以信息和技术应用为主导，更加突显资源的非独占性、更加模糊业态内部企业的边界以及提高交易的渗透度。最后，构建电子商务业态系统动力模型，分析电子商务业态的因果关系图和流图，从宏观层面分析各主要影响因素间的逻辑关系，定量分析电子商务业态未来的发展趋势。
第六，网络生态视角下零售业电子商务业态的发展分析。首先，电子商务业态在零售业的发展是我国电子商务业态发展最为繁荣的领域，不但已成为我国经济发展的重要支柱，也对我们的生产生活产生最直接的影响。以网络生态视角下电子商务业态的网络生态特性、结构、发展等理论研究为基础，以网络生态视角剖析零售业电子商务业态的发展，在分析零售业电子商务业态发展过程的基础上，探讨零售业电子商务业态的网络生态特性，分析网络生态结构，讨论零售业电子商务业态现在存的问题，并对我国零售业电子商务业态的未来发展趋势做出相应的预测。
本文的主要创新点：
本文以理论研究为主，以模型仿真和案例研究为辅，从网络生态视角系统研究电子商务业态的发展问题，发现并分析了电子商务业态发展中的一些规律性问题，本文的研究视角、研究方法与结论具有重要的理论价值和实际应用价值。
第一，对电子商务业态的概念进行科学的界定。虽然电子商务已经发展较长的一段时间，同时，电子商务已经成为全球经济的主要支柱之一，但对于电子商务业态的研究还尚有一定的空白。以电子商务和业态的概念为基础，对电子商务业态的概念进行了较为科学的界定。电子商务的概念可以分为广义的和狭义的，本文认为，广义的电子商务指的是任何高级的或是初级的电子工具在商务活动中的应用；狭义的电子商务指的是通过现代互联网技术进行商品或服务交易的活动。以狭义的电子商务概念为基础对电子商务业态进行概念的界定，狭义的电子商务的概念以交易活动为重点，在现实环境中，还存在着电子商务经营者利用、实施的经营战略，对目标市场的选择，对要服务对象的定位，经营的规模、销售方法、服务等等，这些活动都是为了促进电子商务这一交易活动而运营的，电子商务的概念并不能将这些内容包含在内，而电子商务业态不但包括这些内容，也包含了电子商务这一交易活动。因此，电子商务业态指的是电子商务经营者以顾客购买需求及购买方式为导向而建立起来的经营形态，在充分考虑客户的各种心理和购买行为的基础上，通过对目标市场、经营品种、服务方式和价格策略等经营要素进行有效选择和组合而形成的经营风格和管理模式，最终实现商品或服务在电子商务平台上的流通，并创造新的价值。它反映的是电子商务企业最终以什么样的经营形态出现在市场和客户面前，以及以什么样的服务方式满足市场和客户的需求。其中，所有运用电子商务进行活动与交易的企业、个人等主体都是电子商务的消费者，都是借助于电子商务提供商提供的电子商务平台来完成自己的工作从而获取自己相应利益，只是在整个过程中，各主体的分工不同而已。
第二，电子商务业态即带来了边际效益递增的网络经济，又模糊了电子商务业态内的企业边界。首先，电子商务业态中最主要依靠的是网络以及网络上流转的信息资源，这些都是电子商务业态的基础，属于电子商务业态中的成本，由于网络可以长期使用，信息资源也是非独占的，共享的，可以认为两者的边际成本为零，而对于网络维护的成本和信息资源处理的成本虽然会随着入网人数的增加而增加，但从平均成本看来，边际成本是缓慢递减的，但电子商务业态的收益随着入网人数的增加而增加的，从而使得电子商务业态带来的网络经济产生边际效益递增的趋势。同时，电子商务业态内的企业借助网络技术改变了企业的经营方式，虽然具有购销的功能，但并没有实际去运营这些功能的机构，即简化了环节，也节省了成本。从而使得企业扩大或缩小自己的经营范围或经营规模，调整企业边界相对来说更加容易和便捷。因此，电子商务业态在网络技术环境下，各企业的边界并不像在传统市场中的边界那样明显，对于自己的经营范围和经营规模都可以根据市场不断的进行调整和改变，从而使得电子商务业态中的企业边界更加模糊。
第三，明确提出了电子商务业态的发展的四个阶段。本文根据网络技术的发展以及电子商务业态自身的特点，将电子商务业态的发展分为：初创期、发展期、扩展期和升级期。在初创期还只是单纯的通过互联网络进行电子商务交易过程，形成一种较为基础的运营模式，这种运营模式具有一定的普遍性、适用性，同时在较长一段时间内是不可替代的模式。到了发展期，越来越多的运营模式开始出现，同时，任何一种运营模式的数量都在爆炸式的增加，但各运营模式都只在独自运营，此时也形成了电子商务业态的种群。接着再到扩展期，准确的说，发展期和扩展期间的连接非常紧密，可以说发展后期和扩展前期是一个相互交融的过程，并没有明显的界限，在扩展期就是各种模式相互整合后的发展时期，此时各主体已建立相互之间的联系，各模式已经深度整合，不但扩大了市场，减少了不必要的环节，也节省的成本。最后就是升级期，由于电子商务业态是依赖互联网技术而发展的，而互联网技术不断的发展，新技术、新应用不断的出现，由各种新型技术带来的各种新型的营销模式也在不断的更新，某一技术被替代，某一营销模式被淘汰，这些都伴随着更新型的技术和营销模式的产生，整合更新的模式，从而实现升级和发展。
Nowadays, the global economic development has entered the era of networkeconomy,the internet has been all over the whole world, and already started to bringgreat effect to the various countries of the world and the global economictransformation. It is also accompanied by the development of the economy, electroniccommerce is gradually changing the mode of economic development and thecirculation of commodities, the economic ties and the circulation of commodities havegradually changed the original communication way,which between each country ofthe world, state and enterprises, enterprises and enterprises, enterprises andindividuals,the individual and the individual,more starts carries on through theelectronic commerce way. It can be said that, electronic commerce began to challengethe traditional economic trade forms, in the future development, e-commerce formatwill change the existing economic forms, thus changing the mode of economic growth,promote industrial restructuring and upgrading, promote circulation modernization, aswell as being an important way to boost domestic demand, expand consumption,and promote employment.
The interrelation and interaction between the micro individual in the social andeconomic system can be depicted by network ecological. That is not only tounderstand the characteristics of real networks, but also to understand thedevelopment and formation of network from the perspective of network ecological.Research on the network ecological has become a new hotspot in academic circles,and the application of network ecological theory on electronic commerce format israre, less basic theories in this field, also is not systematic, the paper attempts toconstruct the analysis framework of network ecological analysis on development ofthe format of electronic commerce.
This article utilizes the network ecological theory, analyzes structure and itsintrinsic regularity of electronic commerce format, constructs the network ecologicalanalytical framework of electronic commerce format, clears that the electroniccommerce format is the inevitable trend of the economic structure transformation.Onthis foundation, study the network ecological characteristics of the electroniccommerce format in-depth using network ecological theory. Find out the interrelationand interaction between ist participants, thus found its intrinsic regular. Clear thestructure of electronic commerce format from the view of network ecological,construc the structure model of electronic commerce format. From the actual situation,defining the development of electronic commerce format in different stages ofdevelopment, and explaining the characteristics of each stage and development trend.Constructs the system dynamics model of electronic commerce format,analyze thelogic relationship between the main influencing factors from themacrolevel,quantitative analysis of the future trend of development of electroniccommerce format. Finally, take the development of retail electronic commerce formatas the case, analysis the developing process, the network ecology characteristic andthe structure of retail electronic commerce format from the perspective of networkecological,and analyzes the main problems which its present exists, and will make thecorresponding forecast to the future trend of development.
The main contents of this paper are as follows:
First,introduces the main background and significance of this research.From thecurrent situation of the development of electronic commerce, carries on certainsummary to the existing research results, evaluates the existing research results,clears about the electronic commerce format is the main research body of this paper,and the starting point of research.
Second,the foundation of relevant theory.On one hand,review the theorise of thenetwork ecological form the four aspects of ecology,ecosystem,network ecologicaland network ecosystem.On the other hand, reviews the research of format, electioniccommerce format, defines the concept of broad sense and narrow sense of electroniccommerce format, clears the electronic commerce format of narrow sense is the research object of this article.
Third,analyze the network ecological characteristics of electronic commerceformat. First of all, summarize the network ecological from three aspects of theconnotation, the composition,and the characteristic.Thereby analyzing electroniccommerce format of connotation, nature, composed and features, form networkecological of perspective. Finally, on the basis of the above analyzing,summarized thenetwork ecological characteristics of electronic commerce format form fiveaspects:the diversity of niche,the general relationship between the participants,thenetwork of the relationship of the participants,the complexity environment andunpredictable of the development of future.
Fourth,analyze the structure of the electronic commerce format from theperspective of network ecological. Electronic commerce has been applied in variousfields of our country, such as industry, agriculture, circulation industry, financialindustry and other industries, while the application of the different fields, but thefeatures of electronic commerce format are the same.Such as the types of format tendsto diversified, operation tends to integration,competition tends to hierarchical,and thedevelopment emerging innovations.
Then,we should not only analyze the ecological structure of electronic commerceformat,there is also the individual, population, community and ecosystem inelectronic commerce format,but also analyze the format structure from two kinds oftime and space angle, finally established the structure model of electronic commerceformat in the view of network ecological.
Fifth, research on the development process of electronic commerce format fromthe view of network ecological. Evolution of electronic commerce format has certainecological characteristics, because simultaneously comes under the influence whichinside and outside environment changes unceasingly, the development of electroniccommerce format passed through the initial period, the development period,expansion and upgrade. In the process of development of electronic commerce format,also is following certain rule, such as self-organization rule, ecology rule, integrateddevelopment and take market demand as guidance and so on.Then, we based on the rules of development of electronic commerce format, make corresponding forecastedfor the development tendency of electronic commerce format, such as the futuredevelopment take the information and the technical application as the leadership,highlight non-cxclusive of the resource,
more fuzzise the boundary of the enterprise and enhances the permeability of thetransaction.Finally,constructs the system dynamics model of electronic commerceformat,analyze the logic relationship between the main influencing factors from themacrolevel,quantitative analysis of the future trend of development of electroniccommerce format.
Sixth, analysis of the development of retail electronic commerce format in viewof network ecological. First of all, the development of electronic commerce format inthe retail industry is prosperous field in our country, not only has become theimportant prop of economy development in our country, also has the most directinfluence on our production life.We take the theory research that the networkecological characteristic,structure,development of the electronic commerce formatfrom the network ecological perspective as the foundation,and analyze thedevelopment of retail electronic commerce format from view of networkecological,then based on analysis of the development process of retail electroniccommerce format, explore the retail electronic commerce format of networkecological characteristics, analyze the network ecological structure, discuss the issueof retail electronic commerce format, and make predictions about the futuredevelopment trend of Chinese retail electronic commerce format.
The main innovative points of this article:
In this paper, based on theoretical research, through simulation and case study asa supplement, research the development of the electronic commerce format fromnetwork ecological, found and analyzed some regularity problems of development ofelectronic commerce format, The research perspective, method and the conclusionhas important theory value and practical value.
First, scientifically define the concept of electronic commerce format.Althoughthe electronic commerce has developed a longer period of time, at the same time, electronic commerce has become one of the main pillars of the global economy, butfor the research of electronic commerce format is still some blank. Based on theconcept of electronic commerce and format, the concept of electronic commerceformat is more scientific definition. The concept of electronic commerce can bedivided into a broad sense and a narrow sense.In this paper, broad electroniccommerce refers to any senior or junior electronic devices for application incommerce activities, narrow electronic commerce refers to the commodity or servicetrading through the modern Internet technology activities.We base the concept of theelectronic commerce format on the narrow electronic commerce,narrower concept ofelectronic commerce with a focus on trading activities,and we think that,in a realisticenvironment,also has thenusiness strategy which electronic commerce operators usedand implemented,the selection of target market,positioning to the service object,thescale of operations,sales,service and so on, these activities are in order to promote theelectronic commerce, the electronic commerce concept cannot contain these contents,The electronic commerce format includes not only the content, but also with theelectronic commerce transaction activities. Therefore, we believe that, the electroniccommerce format refers to that the electronic commerce operators set up themanagement form that oriented by customer demand and buying patterns,we based onthe full consideration of a variety of customer psychology and purchasingbehavior,the formation of management style and management mode could through tothe effective selection and combination of the target market, operating varieties,service and price strategy and other operating elements, and achieve the circulation ofgoods or services in electronic commerce platform,and create new value.It reflectsthat the business patterns of electronic commerce enterprise appear in the market andcustomers,and satisfies the market and the customer demand by any type serviceway.And all enterprises,individuals and othersubjects who make full use of electroniccommerce to operate and trade,are the electronic commerce consumer,they all makeuse of the elcetronic commerce platform which electronic commerce provide tocomplete their work so as to get their corresponding benefits,and they have differentdivision in the whole process.
Second,electronic commerce format is not only brought the network economy ofincreasing marginal benefit,but also blurred the enterprise boundary within electroniccommerce format.First of all,the electronic commerce format is mainly depend on thenetwork and the information resources which across the network,thses are the basisand cost of electronic commerce format, because the network can be used for longperiods, information resource is also non exclusive, shared,we can believe that themarginal cost of both are zero, the cost of network maintenance and informationresources processing will increasing with the number of entries,but in the view of theaverage cost,marginal cost is slow decreasing,the electronic commerce format cangain considerably with the increasing number of entries,then the network economybring a increasing trend of marginal benefit.At the same time,the enterprises inelectronic commerce format change the management with networktechnology,although have the function of buying and selling,but it is not practical togo to operate these functions of the agency,not only simplifies the process,but alsosaves the cost. It is easier and more convenient for enterprises to expand or narrowtheir scope of business or business scale,and adjust enterprise boundary.Therefore,inthe network technology environment,the boundary of each enterprise in electroniccommerce format is not obvious as boundary in the traditional market,they can adjustand change their scope and scale of operation according to the market,thus theboundary of the enterprise which in electronic commerce format will become fuzzier.
Third,put forward four stages of the development of electronic commerce formatclearly. According to the development of network technology and the characteristicsof electronic commerce format, The development of electronic commerce format isdivided into：the initial period, the development period, expansion and upgrade，in theinitial period,it is just a electronic commerce transaction through internet,and forms abasic operation mode,this mode is universality,suitably and irreplaceable in a longerperiod.In his development,there are more and more operation mode,meanwhile,thenumber of every operation mode have explosive increase,but they are all alone in theoperation,and form population of electronic commerce format.In expansionperiod,exactly,the connection of the development period and the cxpansion period is very tight,it can be said that the development merge with the early expansion,andthere is no bright line between the two periods,the expansion period is thedevelopment of integration between various modes,and the relationship between thevarious subject was established,modes have the depth consolidation,at this time,notonly to expand the market,reduce unnecessary link,but also save the cost.Finally,inthe upgrading period,becaust the development of electronic commerce format isdepend on the internet technology,with the development of the internet,newtechnologies and new applications arose,a variety of new marketing mode brought byall kinds of new technologies are continuously updated,one technology isreplaced,one marketing mode to be eliminated,these are accompanied by newtechnology and new marketing mode,integrate the newer mode,and for upgrading anddevelopment.
引文
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