C2C电子商务信用管理现状研究--以淘宝网为例.doc

摘 要:近十年来，电子商务获得了前所未有的发展空间，迅速繁荣的网络经济成为各国经济的重要支柱产业。我国C2C电子商务市场迅猛扩展的同时，在线交易的信用问题同益突出，成为电子商务可持续发展的瓶颈，引起了各界关注。目前，业界认可的C2C电子商务信用评级体系过于简单笼统，虽然在一定程度上得到普及，但不能有效反映用户真实的信用水平，在遏制网络欺诈和信用炒作等不良行为上仍显得较为乏力。本文首先阐述了研究的目的及意义，并通过各种方式搜集文献资料，介绍了近现代关于电子商务信用管理的国内外理论著作，站在巨人的肩膀上，进一步做学术研究。接下来，对我国C2C电子商务信用管理的问题进行探讨，阐明C2C信用管理的概念和交易流程，并分析其现状。引入信用度的概念，研究其影响因素和信用管理的构成要素。为更好地证明研究的理论可以有效指导实践，本文以淘宝网信用评级体系为例，简述其信用评级体系的内容并分析其运行出现的问题，引入博弈论模型，对买卖双方信用博弈的问题进行探讨，并根据分析结果，针对性的提出改进建议。最后，希望通过此次研究，能够为建立有效、实用的C2C电子商务信用管理体系有所助益，实现研究的理论意义和实践意义。

关键词：电子商务;C2C;信用管理;淘宝网

Abstract:Over the past decade, won the unprecedented development of e-commerce space, fast-prosperous network economy become important pillar industry of the national economy. C2C e-commerce rapid market expansion in China at the same time, online trading credit unified prominent bottlenecks in sustainable development of e-commerce, has caused concern. At present, industry-proven simplistic General C2C e-commerce credit rating system, although to some extent, has become popular, but cannot effectively reflect the real level of credit, curb bad behavior such as Internet fraud and credit speculation is still weak. This article first describes the purpose of the study and its significance, and by all means collecting documentation, introduced the modern theoretical works on the credit management of e-commerce at home and abroad, standing on the shoulders of giants, and for further academic study. Next, the credit management of China's C2C e-commerce to study, clarify the C2C concept of credit management and the transaction process and analysis of its current status. Introduced the concept of credit, its influencing factors and elements of the credit management. For better proof theory can effectively guide research practice, Taobao's credit rating system, for example in this article, summarized the content of the credit rating system and analysis of its problems with running, introducing game theory models, buyers and sellers credit game to explore, and based on the analysis results, specific recommendations for improvement. Lastly, I hope that through this study, for the establishment of an effective, practical, C2C e-commerce credit management system to help achieve theoretical significance and practical significance of the study.

Keywords: E-commerce; C2C ;Credit management; Taobao