文献类型：会议论文

英文题名：Business to family e-commerce enterprises analysis: A case study of redbaby

作者：Li, Liwei[1]; Wang, Xiaohong[1]; Tian, Ling[1]

第一作者：李立威

通讯作者：Li, L.

机构：[1] School of Management, Beijing Union University, 97 Beisihuan East Rd, Chaoyang District, Beijing, China

第一机构：北京联合大学管理学院

会议论文集：2010 International Conference on Future Information Technology and Management Engineering, FITME 2010

会议日期：9 October 2010 through 10 October 2010

会议地点：Changzhou

语种：英文

外文关键词：Marketing - Websites

摘要：Redbaby, established in 2004, was devoted to provide consumers with a convenient way of shopping and quality products with low prices via catalog selling and e-commerce website. The products for sale have extended from one category to nine categories that could entirely meet the requirement of family shopping. Redbaby has transferred itself from a traditional baby-care products seller to a shopping platform on families, which is a model change from B2C to B2F (Business to Family). After years of development, Redbaby has established the operation with catalog and website as the channel, and integrated marketing center, purchasing center and operating center as a system. This paper analyzes the running model of Redbaby comprehensively from the perspective of operation, technology, capital and logistics. ? 2010 IEEE.