Research On The Phased Action Strategy Of Platform Selection Of Small And Medium-Sized E-Commerce Enterprises

With the development of information technology and network,e-commerce development models continue to emerge,providing a variety of channels for enterprise entrepreneurship and innovation and digital transformation.In recent years,it has become more and more common for small and medium-sized e-commerce enterprises to rely on e-commerce platforms to carry out business activities,and gradually formed diversified platform selection strategies and development experience.Specifically,it includes relying on mainstream e-commerce platforms to open online stores,relying on social e-commerce platforms to engage in business activities,self-built e-commerce platforms,and paying equal attention to multiple channels.The rich platform selection strategies not only provide diversified online channels for SMEs interested in e-commerce development,but also pose challenges.Therefore,it is very important to study the successful experience of small and medium-sized e-commerce enterprises in choosing e-commerce platforms.At this stage,most of the academic research on the platform selection of small and medium-sized e-commerce enterprises is static,and the research on the changes in the platform selection of small and medium-sized e-commerce enterprises at different stages of development still needs to be improved.Therefore,this study focuses on the phased action strategies of platform selection of small and medium-sized e-commerce enterprises,in order to contribute to the enrichment and improvement of relevant research.This study adopts qualitative research methods,guided by Coleman’s theory of rational choice,collects data through literature method,interviews and observation,and conducts case analysis of L e-commerce company.Focusing on the relationship between actors,interests,resources and social norms,the interests and resources of L e-commerce companies and the social norms faced by L e-commerce companies in different periods are analyzed,so as to further analyze the impact of each element on L e-commerce companies and the phased characteristics of L e-commerce companies’ platform selection actions.The results are as follows: the 1.0 stage is characterized by mainly interest-driven,weak resource control,and weak normative influence.At this time,L e-commerce company is mainly affected by the factors of interests,especially social benefits,and chooses to open Taobao online stores and establish a We Chat manual order receiving system to achieve interest demands.The 2.0 stage presents the characteristics of normative promotion,strong interest driving and strong resource control.Under the guidance of the policy,the company has established an online goods supply center.Since then,L e-commerce company has made full use of and strived for resources and chosen to build its own platform to realize the interests of e-commerce enterprises.The 3.0 stage presents the characteristics of resource control,strong interest driven,and strong normative influence.At this time,L e-commerce company chooses to match the strength of the whole network marketing to achieve the interests of deep processing enterprises and the requirements of the standard.Through the experience of L e-commerce company platform selection action,it can be seen that with the transformation and expansion of interests,the control and utilization of resources,and the change of social norms,L e-commerce company gradually has chosen a single e-commerce platform to full network marketing.In this process,L e-commerce company has not only achieved its own development but also formed a wealth of development experience.Its successful experience shows that comprehensively examining the development status of enterprises and the external social environment,and then adjusting the platform selection strategy in a timely manner is of great significance to the digital transformation of small and medium-sized e-commerce enterprises.