论文总字数：28702字

摘 要

在21世纪，互联网使得很多企业和消费者关注电子商务，并进行网上交易，电子商务逐渐成为数字化社会的业务基础。通过比较分析B2B电子商务商业模式以探索我国未来商业模式的转型路径，为我国B2B电子商务企业的信息化发展提供参考。

首先，从B2B电子商务的产生、发展和现状的背景出发，阐述了B2B电子商务在中国的发展前景，阐述其发展趋势。结合电子商务企业的运营情况，从企业定位、产品服务、企业价值活动、企业核心资源和盈利模式四个维度形成商业模式的理论框架。对国内四种B2B电子商务模式进行对比分析，发现这些商业模式数量少，类型单一，同时又十分相似；我国商业模式应该按照市场的需求，进行有效的整合与创新，提高市场竞争力。其次通过案例分析法列举阿里巴巴、生意宝、上海钢联三大公司，解读历年净利润变化原因。论文着重以企业上海钢联为例，从战略地位、服务内容、核心能力、盈利模式四个方面分析其商业模式，并从收入和成本两方面对其盈利水平进行分析和评价。最后，结合B2B行业的迭代和商业模式的推进，对B2B模式的未来趋势总体概括，并对目前发展面临的问题，提出合理化建议，为国内B2B电子商务企业提供参考。

最后的结论是，我国B2B电子商务还处于发展阶段，涉及的商业模式会有发挥的空间。今后其创新关键在于多元化发展、资源整合的实施、盈利模式的创新。将B2B打造为开放型共享平台、实现互联互通、高效协同的目标，需要业内专家和同行献计献策、群策群力，获取行业“最大公约数”。现有电商模式的持续创新，对未来我国B2B电商的健康、稳定发展具有重要的现实意义。

关键词：B2B；商业模式；钢铁类垂直网站

Research on the development of B2B Models:

Take Vertical Steel Websites as an example

Abstract

In the 21st century, the Internet makes many enterprises and consumers pay attention to e-commerce and conduct online transactions. E-commerce has gradually become the business foundation of digital society. Through comparative analysis B2B e-commerce business model to explore the transformation path of China"s future business model, to provide a reference for the information development of B2B e-commerce enterprises in China.

Starting from the background of the emergence, development and present situation of B2B e-commerce, this paper expounds the development prospect of B2B e-commerce in China and expounds development trend. Combined with the operation of e-commerce enterprises, the theoretical framework of business model is formed from four dimensions: enterprise positioning, product service, enterprise value activity, enterprise core resources and profit model. By comparing and analyzing the four B2B e-commerce models in China, it is found that these business models are small in number, single in type and very similar at the same time. Improve market competitiveness. Secondly, through the case analysis of listed Alibaba, business treasure, Shanghai Steel Union three companies, to interpret the reasons for the changes in net profits over the years. Taking Shanghai Steel Union as an example, this paper analyzes its business model from four aspects: strategic position, service content, core competence and profit model, and analyzes and evaluates its profit level from two aspects of income and cost. Finally, combined with the iteration of the B2B industry and the promotion of the business model, the future trend of the B2B model is summarized, and the problems faced by the current development are put forward, which provides a reference for domestic B2B e-commerce enterprises.

Finally, the conclusion is that China"s B2B e-commerce is still in the development stage, the business model involved will have room to play. In the future, the key to its innovation lies in diversified development, the implementation of resource integration, and the innovation of profit model. Building B2B into an open sharing platform to achieve the goal of interconnection and efficient coordination requires industry experts and peers to make suggestions and collective efforts to obtain the industry"s "maximum common divisor ". Continuous innovation of existing e-commerce models is of great practical significance to the healthy and stable development of B2B e-commerce in China in the future.

Keywords: B2B; Business Model; Steel Class Vertical Website

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.3 研究内容及方法 2

1.4 研究思路及论文框架 3

第二章 商业模式文献综述 4

第三章 B2B电子商务发展研究 6

3.1 电子商务的产生和发展 6

3.2 B2B电商发展的现状分析 7

3.3 B2B电子商务发展的趋势 10

第四章 B2B商业模式分析 11

4.1 B2B商业模式类型 11

4.2 B2B商业模式比较维度 11

4.3 三大公司盈利对比分析 13

第五章 基于上海钢联的案例分析 16

5.1 基本概况 16

5.2 商业模式分析 18

5.3 盈利水平分析 21

5.4 本章小结 23

第六章 B2B模式发展趋势及建议 25

6.1 B2B模式发展趋势 25

6.2 B2B模式发展建议 25

结 束 语 27

致 谢 28

参考文献 29

第一章 绪 论

1.1 研究背景

目前，B2B电子商务将面临极大的转型压力，越来越多的企业会采用更加新型、先进的技术以获取客户的青睐，并通过提升业务以实现个性化服务。行业的许多专家认为：直接面向消费者的DTC出现后，将会使得B2B与B2C模式之间的界限不那么泾渭分明。

在互联网时代，线上交易由于能显现多样的供应商及产品，这使之成为B2B商务的关键形式。对于B2B电商企业来说，战略布局最重要，大部分大企业都致力于打造自己的交易平台。从产品经营范围和专业化程度出发，B2B可分为横向和纵向市场。横向即综合型，涉及范围广，客户多样化；纵向即垂直型，致力于特定的行业，为供应商提供相应的服务。

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