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基于系统化的SCP分析框架,研究了互联网零售业的市场结构、市场行为和市场绩效。主要从市场集中度、进入壁垒和零售商差异化三个方面分析了市场结构,从价格竞争和非价格竞争两个方面分析了网络零售商的市场行为,从网络零售业规模、网络零售商利润和消费者福利三个方面分析了互联网零售的市场绩效。结果显示,网络零售商整体数量众多,集中度较高,但利润率较低;网络零售商之间的竞争提高了消费者福利水平。
Based on a systematic SCP analysis framework, the market structure, market behavior and market performance of the Internet retail industry are studied. Mainly from three aspects of market concentration, barriers to entry and retailers differentiation analysis of the market structure, from two aspects of price competition and non-price competition analysis of the online retailer’s market behavior, from the network retail scale, online retailer profit And consumer welfare analysis of the three aspects of the Internet retail market performance. The results show that the overall number of online retailers, a high degree of concentration, but lower profit margins; online retailers compete to improve the level of consumer welfare.