The Operating Strategy Of Online Shopping Platform Plus Direct Selling System Based On Two-sided Market Theory

Since the mid-1990s,the e-commerce in China has developed rapidly and online shopping platform has brought great economic benefits.Therefore,this study,based on Two-sided Market Theory,using Market America/SHOP.RCOM as a case,analyzed the operating strategy of online shopping plus direct selling system.In this study,a questionnaire survey observed customers and distributor of Market Taiwan,the subsidiary of Market America/SHOP.COM.The result shows that although both customers and distributors belong to the demanding side of this platform,the cross-side network effect between them are quite different.Customers care more about how many other customers use this platform while distributors care more about the how many suppliers and partner stores sell products on this platform already.Besides,since the multi-homing status exists in the customer group,the really loyal customers are distributors of this platform.Consider that China launched policies such as "Entrepreneurship and Innovation by All","Internet plus","One Belt One Road",and "Free Trade Area",this research believe the business model of online shopping platform plus direct selling system can operate smoothly in China.As a result,the stronger connection and better understanding between mainland and Taiwan will be accomplished.