Abstract:With the deepening trend of globalization, as well as China's rapid economic development, emerging e-commerce is gradually developing in the global market, mainly in the way of B2B and B2C and it enjoys good momentum of development. But we also can not ignore the current state of development of China's B2C. This paper takes the comparison of operation modes in Sino-US e-commerce companies (Dangdang and Amazon) under two different cultural and economic entities as the example. On one hand, this paper analyzes their respective advantages; on the other hand, it points out their shortcomings. This paper aims at putting forward constructive ideas through real case for the future development of electronic commerce and providing important reference materials for individuals and companies engaged in and intend to engage in e-commerce and intend to make contribution to explore the way for e-commerce development in China.

Key words: B2C; E-commerce; Dangdang; Amazon

摘要:随着全球化趋势的不断加深，以及中国经济的迅速发展，新兴电子商务逐渐深入全球市场，主要以B2B 和B2C等方式存在，发展势头良好。但是我们也不能忽视当前中国B2C发展的状况，本文以两种不同文化和经济实体下中美电子商务公司（当当和卓越亚马逊）运营模式对比为例。一方面，分析各自的优势；另一方面也指出各自存在的不足。意在通过实实在在的案例为后期的电子商务发展提出建设性意见，也为正在从事和打算从事电子商务的个人和公司提供重要的参考资料，为探索适合中国电子商务发展的道路贡献。

关键词：B2C；电子商务；当当；亚马逊

注：本文全文为英语所写的英语论文。只有摘要是中英语写的，全文为英文。