Research On Operational Improvement Strategy Of MG Books Vertical E-commerce Platform

At the beginning of the 21 st century,the popularity of home computers and wired Internet gave birth to a large number of comprehensive e-commerce platforms such as Taobao,JD,and Suning.In the past ten years,the popularization of smart phones and high-speed mobile Internet has promoted the prosperity of mobile e-commerce,prompting consumers' digital consumption behavior to become mobile and decentralized,and social consumption has entered the era of mobile phone shopping for all people.In the context of "Internet+",the rapid iteration of information and communication technology have led to a rapid decline in the cost of software development,data storage and network communication.Through purchasing,operating,and marketing on the Internet,the traditional industry companies rely on their own offline core resources and competitive power,based on product differentiation positioning to found a vertical ecommerce platform focusing on a particular category.Relying on the advantages of The China's largest telecommunications Operator's offline users and channel resources,China Mobile has established a vertical e-commerce platform named MG to sell Books based on cross-border cooperation with ZX Publishing House,and provided Internet-based book sales services based on the preferential purchase mode of members.However,through five years of exploration,the MG platform is facing practical problems such as a small number of platform users,negative growth in the number of users,a small number of books,poor user experience,and low loyalty.This article analyzes the internal and external competition environment of the book ecommerce industry and the MG platform through literature research,industry qualitative comparative analysis,and quantitative analysis of questionnaires using theories of bilateral markets,network effects,and e-commerce.Under the strategy of internetization of platform book sales,Platform operation needs improvement.The research believes that the monopoly of supply by the sole supplier of the platform is the source of the problem of mismatch between supply and demand.It must be based on bilateral markets,network effects and other theoretical results,through the introduction of more B-end suppliers to improve platform operations.This research suggests the following ways to improve platform operations,first of all,for the few Bend suppliers on the platform,the platform should be opened backwards to attract B-end suppliers to participate in the platform for improving the resources and capabilities of supply books,and attract C-end buyers through cross-side network effects.Secondly,for C-end buyers of the platform,the same-side network effects is activated to attract and expand C-end buyers through differentiated marketing.Finally,by improving the operation of the platform to solve the problem of supply and demand mismatch,the MG platform is improved into a vertical e-commerce platform with positive cross-side and same-side network effects circulation,so as to expand the bilateral groups and enhance the GMV and market share.