我国B2C电子商务发展出现比较明显的用户下沉的现象，四线五线小城青年和中老年用户成为电商增量的主要组成部分。本研究拟通过实证分析，研究电商用户下沉发展过程，勾勒电商用户下沉路径，并判断电商用户结构发展趋势，为B2C行业业务开展提供依据。 

关键词：电商、用户、结构、趋势  

In the development of B2C e-commerce in China, there is a relatively obvious user sinking phenomenon. Young and middle-aged users in the fourth-tier and fifth-tier cities have become the main component of the increase in e-commerce. This study intends to research the sinking development process of e-commerce users through empirical analysis, outline the sinking path of e-commerce users, determine the development trend of the structure of e-commerce users, and provide a basis for the business development of the B2C industry.

Keywords: E-commerce, User, Structure, Trend