电商平台与双边市场价值共创对网络效应的作用机制——基于淘宝网案例分析

发布时间：2018-07-16 22:56

【摘要】：运用规范的案例研究方法,选取淘宝电商平台与买卖双方之间价值共创案例为研究对象,研究发现:在创业期,平台通过提供第三方支付、阿里旺旺、信用互评与网商概念,创造了平台规则价值,满足了用户安全基础上的实惠网购需求与商家低成本网络创业需求,激发了网络数量效应;在成长期,平台通过提供用户购买习惯的统计分析等增值服务,创造了平台数据价值,满足了用户的品质需求与商家的精准营销,优化了网络质量效应;在成熟期,平台通过开放式创新,聚集了众多专业服务商为商家提供精准化与个性化服务来满足商家差异化需求,创造了平台生态价值,扩大了网络增量效应。
[Abstract]:Using the standard case study method, this paper selects the case of value creation between Taobao e-commerce platform and the buyer and seller as the research object. The research finds that: in the start-up period, the platform provides third-party payment, Ali Wangwang, mutual credit evaluation and the concept of network merchant. Create platform rule value, meet the demand of affordable online shopping on the basis of user security and low-cost business network entrepreneurial needs, stimulate the network quantity effect; in the growing period, The platform provides value-added services such as statistical analysis of user purchasing habits, creates platform data value, meets the quality needs of users and accurate marketing of merchants, and optimizes the network quality effect; in the mature period, the platform innovates through open architecture. A large number of professional service providers are gathered to provide accurate and personalized services to meet the needs of business differentiation, create platform ecological value, and expand the network incremental effect.
【作者单位】：中南大学商学院;
【基金】：国家社会科学基金项目(14BJY085) 湖南省哲学社会科学基金基地项目(13JD55)
【分类号】：F724.6

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