本站原创摘 要：近几十年来,电子商务的发展在世界各地起着越来越重要的作用；然而在发展中国家其发展速度却慢于其他国家.笔者不仅探讨了电子商务的发展历史,还分析了在中国电子商务发展不同阶段的局限性并找到相应的解决方案.本文遵循电子商务的发展历史,从电子商务在中国的发展业务及电子商务容易被忽视的方面,最重要的是造成的限制及其在中国应该如何解决几方面来阐述,从中得出电子商务在中国的成功更应该取决于管理和信息技术,而不是经济.
关 键 词：中国技术经济管理
Abstract：Inrecentdecades,e-merceplaysanincreasingimportantroleinallovertheworld；however,thestepofdevelopmentindevelopingcountriesisslowerthanothercountries.Thepurposeoftheprojectisnotonlytoinvestigatethehistoricaldevelopmentofe-merce,butalsotoanalysethedifferentlimitationsofthee-merceinChinaandfindouttheappropriatesolutionstodealwiththem.Thisprojectwouldmaintainthehistoricaldevelopmentofe-merce,theeffectsofe-mercedevelopmentonbusinessinChina,aspectsofe-mercearebeingneglected,mostimportantincausingthelimitation,HowshouldthelimitationsinChinabedealtwith.Myresultisthatthesuccessofe-merceinChinaiorelikelytodependontheadministrationandinformationtechnologyratherthantheeconomy.
KeyWords：China,Technology,Economy,Administration
1.Introduction
Intheinterera,e-merceperformscrucialrolesinsocialandeconomicdevelopment,andmaybedefinedasaspecialplatformprovidingopportunitiestoexchangeproducts,servicesandinformationonline,leadingtotheinnovationoftrade,whichisextremelydifferentwiththetraditionaltype（Connerty2001）.
Thedevelopmentofadvancedtransactiononlinehaspopularizedallovertheworld.Thislargeglobalmarketpromotestheimprovementsofdifferentallbusinessrangingfromgeneralmerchandisetohouseholdapplications.Thesee-customersareimmersedintorealisticworkworldfilledwithproductsandservices.However,manycustomersandsuppliersareconcernedabouttheslawspeedofimprovementofe-merceintheircountries,suchasChina.
Someauthors（AvilaandBoncanoska1998,UnitedNationsConferenceonTradeandDevelopment2002）arguedthate-mercehasbeendevelopedandappliedinmostofcountries,especiallythedevelopingcountries.Itcouldaffectthesuppliers’motivation,thelivingofcustomersandthejobopportunitiesinsociety.AgrowingnumberofauthorsprefertoresearchintothefutureofChinesee-merce（ErnstandHe2000）,notonlyintermsofitsbenefitsonlocalpeople,butalsointermsofitactorsimpededthedevelopmentofe-merceinChina.InZhu’s（2000）andZhang’s（2003）article,theyfoundthatthisdevelopmentcouldbedeterminedbyseveralfactors,suchaseconomy,administrationaswellasthestandardlevelofinformationtechnology.However,themostimportantlimitationine-merce,whichissovaluableespeciallywhenfindingtheappropriatesolutions,islikelytobeneglectbythem.Hence,theoverallaimofresearchistoparethesethreedifferentlimitationsandfindoutthemainones.Theresearchisdividedintothreeparts.Firstly,itwillidentifytheglobale-mercedevelopment,secondly,theproblemfacedbyChinesee-merceandimportanceofdifferentlimitationstoe-mercedevelopmentinChina.Finally,accordingtotheparisonforwhichtwoaremostessentialfactors,themostimportantlimitationsarepresentedanddiscussed.
2.E-merce
2.1.DevelopmentofGlobalE-merce
E-merceisakindofnewplatformdescribingtheprocessesofbuyingandsellingandthetransactionofproducts,servicesandinformationviaworkcircumstance,suchasInter（Turban1999）.Itmeansthatcustomerscouldfindandgetthegoodsprovidedbysuppliersonline.AccordingtoBoncanoska（AvilaandBoncanoska1998）,owingtothedevelopmentofIntertechnology,thenewconceptofmercehasbeendevelopedandpopularizedallovertheworldoverthedecades,duetothefactthatanincreasinglynumberofpeopleheaccessedtotheInter.Theamountofusersofe-merceisbeingincreaseddramaticallyby200%from2000to2006（ibid）.Arisingnumberofcountrieshadjoinedintotheinnovationofmerceworldbytheyearof2005,asshowninFigure1.
Figure1：2005WorldRankRegionE-merce（AvilaandBoncanoska1998）
Fromthefigure,itindicatesthatuntil2005,theWesternEuropeandNorthAmericahasbeenthemainmarketsofthisnewmodelmerce,andotherareasoccupythemarketquotienteragely,whichmeansthatthedegreesofdevelopmentsofe-merceindifferentareasarebeingdevelopedatthesametime.Thevolumeofglobalbusinessonlineincreasedfrom210billionin2008to610billionin2012（Turban1999）.
2.2.EffectsofE-merceinDevelopingcountries
Duringthe1990s,theprocessofe-mercehasbeenimprovedinthemajorityofdevelopingcountries.Thedevelopmentofinfrastructureinthesecountriespromotesthechangesoflocaleconomyenvironment,leadingtoalterthetraditionaltypesofmerce（Efendioglu,YipandMurray1998）.Thee-mercehasplayedanessentialroleinthesechangesofsociety.Thereareasignificantnumberofbenefitrome-merce（Turban1999）,asdepictinTable1.
Table1：thebenefitsofe-merceindevelopingcountriesonanizations,customersandsociety（Turban1999）
Itisshownthatthee-mercecouldbringpositiveinfluencesonanizations,customersandlocalsociety.Itmayenableenterp risestosignificantlyexpandtheirmarketplacetonotonlynationalbutalsointernationalmarket,aswellashelpcustomersgettheproductswithlescostsanytime.Whilethemostimportantoneisthatthedevelopmentoflocale-mercereducestheproportionofunemploymentviasupportingtheseallbusinesses.3.E-merceinChina
3.1.TheCurrentSituation
Chinesee-merceisdifferentfromtheoothandreal-timetransactioninothercountrieswithadvancedInter.Thespeciale-transactionpattern,calledOne-stopon-lineshopwithreal-timetransaction,israrelyexistedinChinesee-mercemarket（Li2006）.ItmeansthatChinesee-customersshouldbooktheproductsorservicesonlineandgetthemoff-line.InChina,thegrowingnumberofInterusershasprovidedanopportunityfore-mercedevelopment.AccordingtoBuhalis（2006）,thee-mercewebsitesincreasedfrom1500in1997to590thousandin2003.Nowadays,twoe-mercialwebsitesarebeingregisteredeverydayinChina.Someofthemheachievedsuccess.Forexample,“Taobao”,asoneofthelargeste-mercetransactionplatforminAsia,hasexceededeBayandAmazonbecauseofitssuccesulstrategies（YangandLiu2009,Martinsons2002）.
3.2.TheFutureofE-merce
Thenumberofe-customersinChinaispredictedtoexceed40millionbytheendof2012（ErnstandHe2000）.Someresearchersbelievethatthee-mercewillbeinthedominantpositionofChinesetradeinthenextdecades.However,theflourishinge-mercemarketinChinadoesnotmeantherecannotbeproblems.Ernst（2000）doubtedthatthee-merceinChina,asoneofthelargestnationswiththericherresources,meansandthemotivation,islaggingfarbehindothercountriesintermsofthesizeandscopeofthee-mercemarketing.Atpresent,manycustomers,especiallythoseovertheageof45,preferthetraditionaltradeontheface-to-facebasis,duetoanumberoflimitationseffectedonthedevelopmentofe-merceinChina.Efendioglu（Efendioglu2004）foundthatcultureissues,suchas‘socializingeffectofmerce’and‘attitudestowarddebt’arelikelytobedeterminedtobetheimpedimentstoChinesee-merce.
3.3.Limitations
Zhu（Zhu2000）showedthatthesuccessofe-merceinChinareliesonninedifferentfactors,andhehadalsolistedtheminhisreport,suchaslackofinfrastructure,lackoftrust,lackofinformationtechnologystandard.Thedevelopmentwillbesignificantlyaffectedbythreemainaspects：theeconomy,administrationandinformationtechnology（Zhang2003）,whichwillbedescribeinthefollowingsections.
3.3.1.TheEconomicAspect
Theeconomyisoneofthemainaspectsinlimitationsofe-merceinChina,Zhang）,owingtothefactthateconomylevelisthefoundationofsuccessofeveryintroduction.Meanwhile,Zhang（2003）foundthatChineseeconomydevelopmentlevelisparativelyveryweak.WhenparingwiththeGPDpercapitaofthosedevelopedcountriesorregions（asshowninTable2）,Chinesewholedevelopmentremainarlaggard.Table2：GDPPerCapitaUSdollar（Zhang2003）
ThetableindicatestheGDPpercapitainChinaiarlowerthanthoseinothercountries,althoughithadincreasedfrom520dollarsin1995to789dollarsin1999.AccordingtoZhu（Zhu2000）,thelackofhigheconomylevelmayweakenthemotivationofbusinesen’sinvestmentmotivation,whichalsosupportsthelivingenvironmentofChinesee-merce.
3.3.2.TheAdministrationAspect
Nowadays,thereisalackoflawsandregulatoryframeworkrelatedtothesecurityofe-merceinChina（Zhu2000）.Toparewiththerulesinothercountries,wherethevariouinancialindustriesarehighlypounded,theruleofe-merceinChinaisquitedifferent,becausethosefinancialservicepaniescouldonlyprovideserviceofbanking,insuranceorsecurities,whichsignificantlyconstrictstheirfutureonmentofmerce.Zhang（Zhang2003）thoughtthattheleakoflawsinChinarisksthepotentialriskoftransactiononline（e.g.hackers,crackersandfinancialcrimes）,whichresultedinthelackoftrustofe-customers,asthereliabilityofe-merce.Thisseriesofproblemsaboutthesecurityorsafetyposethegreaterchallengestothedevelopmentofe-merceinChina.
3.3.3.TheTechnologicalAspect
DuetoarisingnumberofInterusers,theworkenvironmentandinformationtechnologylevelarerelatedwiththecustomersandsuppliers.MoreenterprisesbegantoissueinformationofproductsbasedontheInter.Zhu（2000）thoughtthatthelackoftheinformationtechnologystandardcouldnotdirectlyimpedethedevelopmentofe-merceinChina,butthemajorityofe-merceprovidershetoworkontheplatformwiththisstandard.Thelowerlevelofinformationislikelytopresentmanymistakesintheapplication,whichareeasilyattackedbyhackersoranizationswhowanttogetunearnedbenefitromtheseerrors.Ontheotherhand,thosee-mercesitesdesignedonlyinChinesecouldimpedethedataexchangeormultinationaltransactions（Zhang2003,Zhu2000）.Hence,thebetterwaytopromotethegrowthofe-merceinChinaistosetupauniversalstandardofinformationtechnologyandtosolvethelanguageissue.
4 .Methodology
Massofdataandusefulinformationrelatedtoe-mercedevelopmenthasbeenpresentedindifferentways,academicjournals,booksandwebsites.Thisrangeofliteraturesourcewillbeusedinthisreport.Thecarefulanalysisofitshistoryanddevelopmentcouldcontributetofindingoutthepotentialdevelopmenttrendinothercountries,especiallyinChina.Intheprocessofanalyzingcurrentsituationofe-merceinChina,wemayfindseverallimitationsandfactorsoflocale-merce.5.Results
AccordingtoZhang（2003）,threedifferentfactorsofe-merce（administration,economyandinformationtechnology）willbringsomenegativeinfluencesonthedevelopmentofChinesee-merceondistinctaspects,suchassafety,reliability,motivation,livingenvironment,securityandstability,whichareshownintheFigure
Figure1：relationshipsbetweenthethreemainfactorsofe-merce（Zhang,2003）
Fromthepicture,itisshownthateconomydevelopmentmayjustchangethelivingenvironmentofe-merceinChinaandthebusinesen’sinvestmentmotivation.Theimprovementofadministrationwilleffectonthesafetyofe-transactionandreliabilityofthepublic,especiallythecustomers.However,thestableimprovementandinformationsecurityoflocale-mercerelyonthestandardlevelofinformationtechnologydirectlyandsignificantly.Ontheotherhand,Zhu（2000）foundthatalloftheeffectsarelikelytoplaydifferentrolesinthedevelopmentoflocale-merce.Forexample,themostimportantfactoristhee-transactionsafetyorinformationsecuritywhichispaidmoreattentionbybothofthecustomersandsuppliers,becauseitisnotonlyrelatedtotheirfinancialbenefits,butalsoeasytoreducethereliabilityofe-merce,trustofthecustomersandinvestmentmotivationofsuppliersignificantly.Thestabilityofe-merceapplicationioreessentialthanthelivingenvironment.Hence,theresultofthisresearchisthattheadministrationandinformationtechnologyaremorelikelytoimpedethefutureofChinesee-mercethaneconomy.Duetothelowstandardlevelofinformationtechnology,thee-mercesystemmaybeunstableandeasytobeattackedbyhackers,leadingtothelossofvaluabledataofe-transaction,eventhefinancialloss,whichislikelytobesimilarlyresultedfromthedeficiencyofsupervisionandtheleaksofthelaws.Meanwhile,owingtothefactthatthefrequencyofe-businessdealanditinancialamountisbeingincreased,thetradesecurityandpersonalinformationprotectionareconcernedbythesemembersinthetransactiononline.Whilethelivingenvironmentresultedfromeconomyisoneoftheconditionorlocale-merce,itisevenmoreimportanthowtoincreasethecustomers’trustandbusinesen’otivationresultedfromthee-mercesecurity.
6.Discussion
TheprojectaimsatfindingoutthemostessentiallimitationorChinesee-merceviatheanalysisofitsdevelopmenttrend.Ithasbeenarguedthate-merceinChinawithrichresourcesisstilllaggingfarbehindothercountriesintermsofitarket（ErnstandHe,2000）.Ontheotherhand,itisalsoarguedthatinfrastructureandsocio-economyinfluencethee-mercedevelopmentinChina（Efendioglu,2004）.However,myresultisthatthesuccessofChinesee-mercemaymainlyrelyontheadministrationandinformationtechnology（IT）standard,becausethee-mercesecurityisrelatedtothebusinesen’sinvestmentmotivationandthetrustofthecustomers,whichconstitutethelivingenvironmentofe-merce.Apparently,leaksofe-merceregularandtheunstablee-mercesystemsaremorelikelytobeattackedbyhackersorthosewhoexpecttogettheunearnedbenefits,leadingthereductionofe-mercesecurityofinformationandtraderesultedindamageofthetrustsofe-customersandsuppliers.AlthoughitioundthatbothofadministrationandITmaybethedecisivelimitationofChinesee-merceintheresearch,therecouldnotbeimpossiblelimitations.Because,theeconomy,administrationandITaremainlystudiedinthisproject,otherfactorsandtheinteractionsbetweendifferentfactorsaremorelikelytobeneglected.
AclearunderstandingofthemainlimitationsofChinesee-mercewillbehelpful,especiallywhenimprovingitsefficiency.Tominimisetheselimitations,theeffectsofeachlimitationandtheirrelationshipsshouldbesyntheticallyconsideredbeforesolutionsproposed.Meanwhile,governmentsneedtoidentifyandcontrolchangesofe-mercemarketaswellaslegislateagainstfinancialcrimesandsecurityproblems.
7.Conclusion
Theadministrationandinformationtechnologystandardarefoundtobethemostessentiallimitationsaffectedonthedevelopmentofe-merceinChina.However,Manyotherlimitationsandtheirrelationshipaybeneglectedbytheresearch.Theyhebeenstudiedandtheirpossiblesolutionsareproposed.
Toresolvetheseproblems,itissuggestedthattheplexinteractionsbetweenlimitationsneedtobetakenintoaccountandtheirimportanceneedstobealsoputinorder.Theymayenableallconfusedargumentsaboutlimitationstobeeliminated.GovernmentsandscientistsshouldalsoproposesomesolutionstodevelopChinesee-merce,suchasissuingtherelatedlawstokeepthesecurityofinformationandtradeanddevelopingthealle-mercesystemswithlowcostsandeasyvindicatingprocesses .Aftertheseremedies,itiirmlybelievedthatChinesee-mercemightbeimproveddramatically,althoughtherecouldbestillseveralproblems.
Thisresultshouldbeputintopracticaluseandevaluated.Inthefutureresearch,theappropriatesolutiontoimprovethelevelofinformationtechnologystandardandlocaladministrationshouldalsobefocused.
Acknowledgment：ThankyouHilaryThompsontutorforthisarticleguidanceandhelp.
ZhangMengtingatpresentintheUKHeriot-WattUniversityreading.
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