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At present, the rise of e-commerce as the representative of the new circulation types and the development of traditional professional market development is both a challenge and an opportunity. E-commerce to reduce transaction costs, expand the trading range, improve transaction efficiency, innovative trading function advantages unmatched by traditional professional market. The face of the new situation, many traditional professional market have adopted self-built e-commerce sites, and professional website cooperation to achieve the diversification of trading patterns, accelerate their transformation to enhance the pace. Therefore, the study of e-business transformation, improve the internal mechanism of the traditional professional market, the two complement each other, will help both play an important role in promoting regional economic development. Based on questionnaires and interviews with traditional professional market of Zhejiang, Jiangsu, Guangdong and other places, summed up the three phases formed by the joint development of a new type of e-commerce and traditional professional market professional market, beginner, intermediate stage and advanced stage; three models, a combination of both pointed out in the context of e-commerce, traditional professional market function, shape innovation in four ways, namely market integration site management, marketing and interactive website development and website directly involved in market transactions; transactions innovation, and market patterns show innovation, the logistics functions innovation and supply chain technology innovation. E-commerce transformation, theoretical analysis of the internal mechanism to enhance the traditional professional market on two levels: First, the use of the theory of comparative advantage and the information search model to reveal the mechanism of e-commerce and upgrade traditional professional market, pointed out that e-commerce to strengthen the comparative advantage and reduce search costs significantly enhance the role of the traditional professional market. Secondly, based on bilateral network effect, revealing the pricing model and influencing factors involved in traditional e-commerce professional market, pointed out that the level of information services, network externalities, and transfer cost impact of e-commerce to transform and upgrade the main factors of the professional market. The basis of theoretical analysis, Zhejiang Yiwu Small Commodity Market, for example, the questionnaire and the results of the interviews, empirical studies of e-commerce transformation, enhance the internal mechanism of the traditional professional market, pointed out that e-commerce has been initially in the traditional professional market development, and its advantages will be further demonstrated in terms of international expansion; significantly related to e-commerce driven to enhance the role of the traditional professional market with its own nature; addition, e-commerce will break the original balance of the traditional professional market, by re-wash brand, gave birth to the formation and development of new professional market. Finally, based on the above analysis, combined with the local reality, the relevant policy recommendations. This paper argues that enhance market brand, building a modern logistics will effectively e-commerce transformation of traditional professional market, to enhance the role; the same time, the use of e-commerce to transform and upgrade traditional professional market, the need to develop different measures for different markets.
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