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B2C e-commerce, as one of the initial types of e-commerce in China, is coming into a mature period after developing over the past decade. However, B2C model that has the same target market as C2C model is less than half of C2C model in proportion of e-commerce retail market. According to a survey by China E-commerce Research Center, a certain phenomenon is appeared and concerned to be continued that, accompanied with a rapid expansion in a part of B2C e-commerce companies with large scale, a number of B2C e-commerce companies with relatively small scale are going bankrupt rapidly. Therefore, the proportion of B2C e-commerce market in China is less than B2B e-commerce market and the development of B2C operating companies is polarized. Consequently, the representative examples with various operating forms in B2C e-commerce are analyzed in this paper and the reasons for the operating forms are explored. Appropriate development policies are also proposed to level up China’s B2C e-commerce, reduce the gap between B2C and C2C e-commerce market and promote China’s B2C e-commerce environments.
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