Research On The Strategy Of Enterprises Choosing E-commerce Platform

During the transition from the traditional market to e-commerce market,the intermediaries link between production and consumption has been greatly reduced.On the one hand,transaction intermediaries are facing the survival crisis of "disintermediation";on the other hand,new transactions cost derived from the ecommerce environment,the third-party e-commerce platforms have emerged for the new intermediary needs.Therefore,in the field of e-commerce,the cooperative relationship between enterprises and intermediaries has three models: "Disintermediation model" means that enterprises independently establish ecommerce platforms to achieve one-to-one communication and transactions with consumers;"Cyber-intermediary model" means that enterprises settle in a Matchmaker-type third-party e-commerce platform,the enterprise provides sales services for consumers,and the third-party e-commerce platform matches buyers and sellers and is independent of the transaction relationship between enterprises and consumers;"Re-intermediation model" refers to the fact that companies resell their products to a Reseller-type third-party e-commerce platform,and the thirdparty e-commerce platform provides sales services to consumers.Therefore,when enterprises choose a third-party e-commerce platform,they are faced with two questions: "whether to intermediate" and "how to intermediate" :the first question is to choose the disintermediation model of self-built e-commerce platforms or to cooperate with third-party e-commerce platforms;The second is what type of third-party e-commerce platform to cooperate with.With the purpose of reflecting the ability of third-party e-commerce platforms to reduce transaction costs for enterprises,this paper proposes the vertical dimension of "platform attractiveness" to show that the third-party e-commerce platform attracts enterprises to cooperate with,to respond to whether enterprises build their own e-commerce platforms or choose third-party e-commerce platform.With the purpose of reflecting brand influence differences that affect consumer behavior,this paper proposes the horizontal dimension of "brand influence" to reflect the brand’s influence on consumers,for judging enterprises whether needs third-party e-commerce platforms to provide credit endorsements or ease search friction,to respond to the question of "how to intermediate" whether enterprises should choose a cyber-intermediation model or a re-intermediation model.Based on this,the two-dimensional framework of the strategy matrix model and the layout positions of the three modes are formed: when the platform attractiveness is low and the brand influence is low,the enterprise withdraws from the e-commerce market,so it is blank;when the platform attractiveness is low and the brand influence is high,the enterprise chooses the disintermediation model;when the platform attractiveness is high and the brand influence is high,the enterprise should choose the cyber-intermediary model;when the platform attractiveness is high and the brand influence is low,the enterprise should choose the re-intermediation model.At last,139 garment companies were selected as the research sample,and the binary logistics regression model was used to carry out an empirical study on the influence of "brand influence" on "how enterprises are mediated",and the results showed that as the brand influence increased by one unit,The odds ratio of companies performing better in the cyber-intermediary cooperation model increases by 89.6%,and the critical value of brand influence for judging that the company performs better in the network intermediary cooperation model is 5.466.In addition,the odds ratio of a brand that has built an official website to perform better under the cyber-intermediary model is 8.465 times that of a brand without an official website.The innovation of this paper is that from the perspective of transaction intermediary,the decision-making problem of enterprises choosing a third-party ecommerce platform is divided into two questions "whether to intermediate" and "how to intermediate",and based on this,a strategy matrix model is formed.This paper pays attention to the differences in search friction,credit risk perception and market disapproval expectations encountered by different companies in the ecommerce environment under the background of brand influence differentiation.Based on this,it proposes different cooperation between companies and third-party e-commerce platform models,which is conducive to guiding enterprises to better adapt to the current fiercely competitive e-commerce market.