The Research Of Virtual Cluster Effect And Scale Effect In Market Of Chinese Online Book

This article mainly uses the method of statistics and microeconomics toanalyzethe online bookstores，which have fierce competition relations, the clusteringeffect and scale effect.We establishedtwo-island mode and used the method ofmultivariate linear regression to reveal the clustering effect of online bookstores.Dueto the large online bookstoressave freight and warehousing cost, they bring economiesof scale and make their goods more competitive. Paired samples t test candemonstrate that the prices of books which online store have different size varyconsiderably and prove the scale effect of large online bookstore. This paper forecaststhe future development trend of online bookstores, and puts forward some suggestionsto the entity bookstore and small size of bookstore on the e-commerce platform. Itwill provide reference and guidance for other areas of e-commerce businesses.