随着电子商务的兴起，电子商务模式也朝着多元化方向发展。根据不同的交易对象，电子商务模式主要分为以下几类：

B2B

Business-to-business (B2B), also called B-to-B, is a form of transaction between businesses, such as one involving a manufacturer and wholesaler, or a wholesaler and a retailer. B2B transactions tend to happen in the supply chain, where one company will purchase raw materials from another to be used in the manufacturing process. B2B transactions are also commonplace for auto industry companies, as well as property management, housekeeping, and industrial cleanup companies.

B2B主要是针对企业内部以及企业（B）与上下游协力厂商（B）之间的资讯整合，并在互联网上进行的企业与企业之间交易。借由企业内部网（Intranet)建构资讯流通的基础，及外部网络（Extranet）结合产业的上中下游厂商，达到供应链（SCM）的整合。因此透过B2B的商业模式，不仅可以简化企业内部资讯流通的成本，更可使企业与企业之间的交易流程更快速、更减少成本的耗损。

代表：阿里巴巴

B2C

The term business-to-consumer (B2C) refers to the process of selling products and services directly between a business and consumers who are the end-users of its products or services. B2C is typically used to refer to online retailers who sell products and services to consumers through the Internet. There are typically five types of online B2C business models that most companies use online to target consumers: 1. Direct sellers (including manufacturers or small businesses, or simply online versions of department stores that sell products from different manufacturers); 2. Online intermediaries (liaisons or go-betweens who don’t actually own products or services that put buyers and sellers together); 3. Advertising-based B2C (where large volume of web traffic are used to sell advertising, which sells goods and services); 4. Community-based (helping marketers and advertisers promote their products directly to consumers by building online communities based on shared interests); 5. Fee-based (offering free but limited content while charging for most of it).

B2C就是企业透过网络销售产品或服务给个人消费者。企业厂商直接将产品或服务推上网络，并提供充足资讯与便利的接口吸引消费者选购，这也是一般最常见的作业方式。主要分为以下五种经营模式：第一种是直销，包括由制造商或小型企业或通过网店向顾客销售；第二种是在线中介，不直接提供产品或服务，而是为买方和卖方牵线搭桥；第三种是广告，商家利用免费内容增加流量，吸引访问者浏览广告，进而达到销售的目的；第四种是社区，基于共同爱好建立网络社区，直接向消费者推销产品；第五种是会员制，向消费者免费提供一定数量的内容，进而吸引消费者充值成为会员。

代表：淘宝、当当、亚马逊

C2C

Customer to customer (C2C) is a business model whereby customers can trade with each other, typically in an online environment. C2C businesses are a type of business model that emerged with e-commerce technology and the sharing economy.Two implementations of C2C markets are auctions and classified advertisements. 

C2C是指消费者与消费者之间的互动交易行为，这种交易方式是多变的。例如消费者可同在某一竞标网站或拍卖网站中，共同在线上出价而由价高者得标。或由消费者自行在网络新闻论坛或BBS上张贴布告以出售二手货品，甚至是新品，诸如此类因消费者间的互动而完成的交易，就是C2C的交易。

代表：淘宝、易趣、嘉德

O2O

Online-to-offline (O2O) commerce is a business strategy that draws potential customers from online channels to make purchases in physical stores. Online-to-offline (O2O) commerce identifies customers in the online space, such as through emails and Internet advertising, and then uses a variety of tools and approaches to entice the customers to leave the online space. 

O2O是指将线下的商务机会与互联网结合，让互联网成为线下交易的前台。对本地商家来说，O2O模式要求消费者网站支付，支付信息会成为商家了解消费者购物信息的渠道，方便商家对消费者购买数据的搜集，进而达成精准营销的目的，更好地维护并拓展客户。对消费者而言，O2O提供丰富、全面、及时的商家折扣信息，能够快捷筛选并订购适宜的商品或服务，且价格实惠。对服务提供商来说，O2O模式可带来大规模高黏度的消费者，进而能争取到更多的商家资源。

代表：美团、滴滴出行

参考：

1. Investopedia

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