Research On Reasonable Niche In E-commerce Ecosystems

Based on the ecology niche theory, E-commerce niche is a relatively brand new concept and is bearing some characteristics with various niche theories. Representing the ability of taking and controlling resources, E-commerce niche reveals the body's adaptability to environment. In the E-commerce ecosystems, niche directly determines the strength of body's competition, niche changes is also responded the changes of body status or inherent characteristics, the proposition of E-commerce niche positioning standards points out the directions for the E-commerce bodies. This paper aims to introduce the E-commerce niche by taking the overall development of E-commerce into consideration. In addition, this paper provides a new way of in-depth research on E-commerce niche theory. This article contains six chapters while the author studies on the reasonable niche of E-commerce bodies from four aspects.(1) This paper defines the concept of E-commerce ecological body, and expounds the body classification, the relationship of bodies and the relationship between bodies and the environment.(2) Based on the theories of information niche, natural niche, enterprise niche and network niche, the paper gives the definition of e-commerce niche, shows the niche connotation and describes the relevant theories that e-commerce niche contains, including E-commerce dimension, width, overlapping and separation, etc.(3) This is the main part of the article. Firstly, according to the classification of bodies which former mentioned, the paper presents the reasonable principles of body positioning and deeply analyzes the positioning of four types of bodies via four dimensions. Secondly, according to the requirements of reasonable niche positioning, the paper tells the necessity of e-commerce niche optimization and mentions the optimization goals, principles and measures.(4) On the basis of the analysis of the E-commerce case of Alibaba Group, the paper reveals the E-commerce niche change processes and evaluates the e-commerce niche of this Group.