Study On Business Model Of E-commerce Platform

From the beginning of e-commerce to the formation of e-commerce development industry,people’s consumption concept gradually shifted from physical store shopping to Internet shopping.As an intermediate platform connecting consumers and manufacturers,e-commerce platform plays an indispensable role in promoting the development of ecommerce.A large number of scholars began to pay attention to e-commerce platforms,among which the choice of business model of e-commerce platforms has become the focus of many scholars.From the practical observation of e-commerce platforms,we can see that in different periods,e-commerce platforms will adopt different business models;At the same time,different e-commerce platforms have adopted different business models in the same period.In order to answer the above two questions,this paper explores the development history of e-commerce platforms.The results show that with the increase of residents’ income level,consumers are more and more sensitive to service requirements.Ecommerce platforms and manufacturers have changed from not providing services at the beginning to providing services.Does service provision have an impact on the choice of business model of e-commerce platforms? In addition,during this period,the volume of ecommerce platforms has grown rapidly with the help of the dividend of the Internet.From the initial monopoly e-commerce platform to the emergence of many different categories of e-commerce platforms,the fierce competition between e-commerce platforms is thus launched,and service naturally becomes the standard configuration of platform competition.Does platform competition also affect the choice of business model of e-commerce platforms?Based on the observation of business model selection of e-commerce platform,this paper constructs a supply chain system composed of manufacturers and e-commerce platforms,and discusses the influence of service and platform competition on business model selection of e-commerce platform.The results show that:(1)Thechoice of business model of e-commerce platform is related to the negotiating power of e-commerce platform.When the negotiating power of the e-commerce platform is relatively weak,the e-commerce platform will adopt the direct operation mode.When the negotiation power of e-commerce platform is relatively strong,the choice of business model of e-commerce platform is related to competition intensity,consumer service sensitivity coefficient and commission rate.(2)The existence of service and platform competition strengthens the negotiating power of ecommerce platforms,and these measures have a stable enhancement effect.(3)With the increase of competition intensity,consumer service sensitivity coefficient and commission rate,e-commerce platforms tend to choose direct operation mode.The above conclusions provide a theoretical basis for the choice of business model of different categories of ecommerce platforms.