The key cornerstones to successful B2C: a case study of an online grocer in China

This article has three interrelated themes. The first theme is one that is critical for systematic forward thinking about the development of eCommerce in China. The second theme builds upon the first. It consists of the background of Yihaodian and its birth, initiation, operating conceptual model. The third theme is the analysis about both the first and the second. By methods of literature analysis and logical reasoning step by step, we discuss the results of the key successful cornerstones of B2C in China. The results of research are applied in an eCommerce company Yihaodian and demonstrated.

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