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Study On Operating Mechanism And Business Model Innovation Of Online Retail Platforms In China

Posted on:2016-05-05Degree:DoctorType:Dissertation
Country:ChinaCandidate:X Q ZhangFull Text:PDF
GTID:1109330467494650Subject:Business Administration
Abstract/Summary:PDF Full Text Request
In China, the platform model has become one of the most important businessmodels in social and economic life, has gradually permeated through the variousindustries, had a disruptive innovation in social, business, finance, games,transportation and other areas. With its revolutionary and innovative ideas, theplatform model subverts the concept of traditional business model, completes theprocess of wealth accumulation in a short time comparing to traditional companies indecades or even centuries to complete, changes the company’s business practices andbusiness logic, overthrows the existing industrial infrastructure, builds the new rulesin social interaction and economic operation. According to statistics, there are already60companies revenue comes mainly from the platform model in the world’s top100companies, including Apple, Cisco, Citigroup, Google, Microsoft and otherwell-known companies. In China, as the company Taobao, Baidu, Tencent, Shandagames, Shanghai Stock Exchange, companies which rapidly growth and having thedevelopment potential are also adopt platform model. We can say that the platformmodel has become the most important development mode in the area of the social andeconomics.China’s online retail industry began in1999, rapid development in large-scaleonly less than a decade of time. Between2006and2013, the number of transaction inChina’s online retail market is from25.8billion yuan up to1.8477trillion yuan,average annual growth rate is103%. In2013, China has overtaken the United Statesas the world’s largest online retail market, and the number of consumer has grown to312million people, becoming the largest consumer group of the world’s online retailmarkets. Currently, the majority of our online retail platforms have gained theinternational capital financing in a large-scale, will promote the online retail system improved and upgraded comprehensively. At this stage, the products in China’s onlineretail platforms have already covered nine categories,as clothing, general merchandise,3C products, bags, beauty products, audio and books, household appliances, food andhealth products, stationery,and business models have becoming increasingly diverse.The reaserch on the system of online retal platformin this paper is began withoverall architecture, the core system and auxiliary system of online retail platform areformed under the influence of the supporting system. The core system is composed ofonline retail platforms,online retail sellers,online retail buyers. Among them, onlineretail platforms are the intermediary,connected the sellers and buyers. Online retailplatforms have the typical structure of bilateral market,and between the Online retailplatforms maily reflected in the competition mechanism. The auxiliary system iscomposed of online retail platforms, the third party payment industry, the expressindustry.They are formed by following the rule of self‐organized.Between onlineretail platforms and the third party payment industry,the relationship is mainlyreflected in the symbiosis mechanism,such as between online retail platforms and theexpress industry.The competition mechanism and the symbiosis mechanism revealed the trend of innovation of online retail platforms is that development in differences and mix in multi-field. According to the practice in the developmentof China’s online retail platforms,there are two innovation path of businessinnovation and market innovation.The full text is divided into seven chapters, the main contents are summarizedas follows:Chapter one,introduction.This chapter presents the background and significanceof this research,in accordance with the route of “macro-micro-macro” logicalarrangement of the article, and uses the research methods of system thinking, modeldesign, game theory and case analysis to analysis this paper in-depth.The second chapter, literatures review at home and abroad. This chapter reviewsthe complexity thinking and complex system theory, and establishes the holisticthinking as the basic logic in this paper. And then makes a literature review on the theory of two-sided market theory, electronic commerce and industrial symbiosistheory, at the same time comments on the existing research results.The third chapter, the overall framework of the system of China’s online retailplatform. In this chapter,definite the online retail system, establish the systemarchitecture model of the system. The system of online retail platform is divided intothree parts, the core system, the auxiliary system and the support system. Everysystem has its own components and the three systems are interacted.Thefundamental power puts forward the whole system is innovation.The fourth chapter, analysis on the competition mechanism in China’s onlineretail platforms. This chapter mainly studies on the the running rule of the coresystem. The core system is mainly made up of online retail platforms, onlineretail sellers,online retail buyers, and it’s a basic transaction chain. The running rule ofthe core system is competition mechanism. The paper uses improved Hotelling modelto express the income function of online retail platforms, online retail sellers andonline retail buyers, and uses Nash game and Stackelberg game to study on the rulesof competition between the online retail platforms.The fifth chapter, analysis on the symbiosis mechanism in China’s online retailplatforms. This chapter mainly studies on the the running rule of the auxiliarysystem.The symbiosis mechanism is the basic running rules of the development of theauxiliary system. Determination the relationship in system of China’s onlineretail platforms by Logistic symbiosis model, and analysis degree of interdependenceof the two groups of symbiotic industry, and survey on the change of symbioticrelationship.The sixth chapter, study on the mode innovation of online retail platform inchina. According to the main conclusions of the two fomer chapter, it indicates thatdevelopment in differences and mix in multi-fields. On this basis, combined with thepractice of Chinese online retail platforms, sums up the paths of mode innovation ofonlie retail platforms are business innovation and market innovation.The seventh chapter, the conclusion and prospect. This chapter summarizes themain conclusions,innovation views,and future research directions of this paper. The main innovation views of this paper are:The first, Analysis on the online retail platforms with systematic thinking.Systemthinking emphasizes on three perspective that are whole system, internal system andexternal relations. Based on the complex system perspective, that emphasizes onusing system thinking to arrange the overall framework and research steps, notonly from the overall to describ the system and internal componets, but also toanalysis on the competition and symbiosis relation in specific,and then back to thewhole to study on the evolution trend of the system of online retail platforms.The second,the income functions of online retail platforms, online retailsellers,and online retail buyers are concluded from the improved Hotellingmodel,based on the practice of the development of China’s online retail platforms.There are characteristics of the improved model.The first is that the cost ofonline retail buyers is mainly from the price of purchasing goods on the platformand transportation; the second is that the incomes of online retail sellers and onlineretail buyers are connected;the third is that the revenue of the platform is the sum ofall the fees from the online retail sellers.The third,using the Stackelberg game to analysis on competition of online retailplatforms which enter the online retail market according to sequence, and to improvethe content of China’s online retail platform competition rules.The forth,research on symbiosis relationship of two group of industries, whichare online retail platform and the third party payment industry, and online retailplatform and the espress industry. Divided the development time into two periods,andcompared the symbiosis relationship in different period by using Logistic model.The fifth, analysis on mode innovation path of China’s online retail platforms byusing case method. This paper focuses on the practice of China’s online retailplatforms, lookes for a large number of success cases, explorates the successfulexperience, and sums up the mode innovation path of China’s online retail platforms.
Keywords/Search Tags:online retail platform, complex system, competition mechanism, symbiosis mechanism, mode innovation
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