The Analysis Of Industrial Organization Of Third-Party B2B E-Commerce Platform In China

With the rapid development of information technology and network technology, as well as the commercialization of the Internet, more and more enterprises do business through the internet, e-commerce is playing a more and more important role. In this process, third-party B2B e-commerce platform who give service to small and medium-sized enterprises are growing steadily, and gradually formed a new industry. With the rapid development of informationization of enterprises, B2B e-commerce will be the core of national economy and social Informationization in the future. It has a great influence on the country's economic benefit and security of information.This article gives an outlined analysis of this industry from the characteristics, competitive advantage, evolution, and shows that the trend of development of B2B e-commerce is the third-party B2B e-commerce platform in the future. And on this foundation, the author does some research on industrial organization. First of all, with the contrast among the scale of business, the stage of development, the cause and the contrast of the function ,this article expound the development of this industry in our country, and specify the problems in the development , including the over-competition of the enterprise, the incomplete regulatory mechanism , and the constraint of thought in the industry development, etc.. On this basis, this article do some research on market structure and market behavior, according to the theory of industrial organization, game theory and empirical analysis of the case. Research shows that cross-network is the major influential factor of industrial market structure and market behavior, under this influence, the industry's market structure will continue to maintain an Oligopoly Market, at the same time, the cross-subsidy price strategy will be implemented in the pricing. However, such action will not weaken the competition, but will promote competition among enterprises. In order to obtain the size of the network platform, enterprises can carry out low-cost and different-service strategy, attract and consolidate the unilateral customers, and finally achieve the expansion of bilateral customers through the cross-network externalities. It also shows that current enterprises use the horizontal integration which is the most direct market behavior in expansion of the network size.Finally, in order to achieve a sustainable and healthy development of the third party B2B e-commerce platform in China, Chinese government should implement the entering rules, improve the credit evaluation system of the enterprises , encourage and support excellent enterprises to do horizontal integration to become the global B2B e-commerce platform .