B2C电商平台网络外部性影响因素研究

发布时间：2019-04-02 02:04

【摘要】：近年来,我国电子商务进入快速发展的轨道,交易额以年均35%的速度快速增长,其中,B2C电商平台的发展速度尤为明显。随着B2C电商平台的市场格局的日渐明朗,与此同时也暴露出其发展的部分问题,如普遍黏度不足等。目前,电商平台企业间的竞争已不再是个体之间的竞争,而是新的商业生态系统间的对抗。因此,明确B2C电商平台网络外部性的影响因素,进而提出充分发挥网络外部性的发展对策,对于B2C电商平台及其中的企业来说具有重要的意义。本文的主要研究工作如下:在现有文献的基础上,综合考虑电商平台市场、网络外部性等相关研究成果,较为严谨的界定了B2C电商平台的网络外部性的内涵,即在一定的网络基础条件下,两组或者多组电子商务卖家和买家作为参与者通过网络平台进行交易,但市场参与者不能把网络效应内化,即网络效应不能通过价格机制进入收益或成本函数的时候,使用者从用户网络中获得的额外福利变化;基于我国目前B2C电商平台的发展现状、特点及问题,分析了B2C电商平台直接和间接网络外部性关系,指出买卖双边影响的作用是相互交融而复杂的,两者直接的作用会推动网络外部性的发生;进一步的,构建了B2C电商平台网络外部性的分析架构,发现B2C电商平台网络外部性受到买卖双方、买方与买方、卖方与卖方的市场中多种因素的影响;选择相关指标,对B2C电商平台网络外部性进行统计分析,发现店铺创立时间、累计历史销量、产品被收藏次数对B2C电商平台的网络外部性有显著的促进作用,这就要求企业要通过精细化运营,提供具有特色化的产品。通过对指标的回归分析,发现创店时间、产品被收藏次数与B2C电商平台网络外部性有显著的影响,说明厂商应通过店面建立起买卖双方、卖卖双方之间具有网络外部性的相互关系,准确把握消费者需求变化,提高对网络外部性的应用。本文通过实证分析明确制约B2C电商平台价值实现的网络外部性因素,有利于平台在瞬息万变的现实竞争中,针对短板或瓶颈采取相应对策,以解决电商平台运营中的问题,以真正提高平台黏性,获得持续竞争优势。
[Abstract]:In recent years, China's e-commerce has entered the track of rapid development, the transaction volume is growing at an average annual rate of 35%, especially the development speed of B2C e-commerce platform. As the market pattern of B2C e-commerce platform becomes more and more clear, it also exposes some problems of its development, such as the general lack of viscosity and so on. At present, the competition among e-commerce platform enterprises is no longer a competition between individuals, but a confrontation between new business ecosystems. Therefore, it is of great significance for B2C e-commerce platform and its enterprises to make clear the influencing factors of network externality of B2C e-commerce platform, and then put forward the development countermeasures of network externality to give full play to the network externality of B2C e-commerce platform. The main research work of this paper is as follows: on the basis of the existing literature, considering the related research results of e-commerce platform market, network externality and so on, the connotation of network externality of B2C e-commerce platform is defined strictly, and the connotation of network externality of B2C e-commerce platform is defined strictly. That is, under certain network conditions, two or more groups of e-commerce sellers and buyers can trade through the network platform as participants, but the market participants cannot internalize the network effect. That is, when the network effect can not enter the profit or cost function through the price mechanism, the extra benefits that the user gets from the user network are changed; Based on the development status, characteristics and problems of B2C e-commerce platform in China, this paper analyzes the external relationship between direct and indirect network of B2C e-commerce platform, and points out that the role of bilateral influence of buying and selling is mixed and complex. The direct role of the two will promote the occurrence of network externalities; Furthermore, the analysis framework of network externalities of B2C e-commerce platform is constructed. It is found that the network externalities of B2C e-commerce platform are influenced by many factors in the market of buyers and sellers, buyers and buyers, sellers and sellers. Select the relevant index, carry on the statistical analysis to the B2C e-commerce platform network externality, find that the store establishment time, accumulates the historical sales volume, the product is collected times has the remarkable promotion function to the B2C e-commerce platform network externality, the B2C e-commerce platform network externality has the remarkable promotion effect. This requires enterprises to fine-grained operations to provide featured products. Through the regression analysis of the index, it is found that the time of starting a store, the times of product collection and the network externality of B2C e-commerce platform have a significant impact, indicating that the manufacturer should set up both the buyer and the seller through the storefront. The relationship between the seller and the seller is network externality, which can accurately grasp the change of consumer demand and improve the application of network externality. In this paper, the network externalities that restrict the realization of the value of B2C e-commerce platform are clearly defined through the empirical analysis, which is beneficial to the platform taking corresponding countermeasures to solve the problems in the operation of the e-commerce platform in the rapidly changing real competition, aiming at the deficiency or bottleneck. In order to really improve the platform viscosity, obtain sustainable competitive advantage.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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