The Transformation Of Telecom Operators' Full-service E-commerce Under The Background Of Cross-border Integration

With the rapid development of mobile Internet,cross-border integration has become a new normal of social and economic development.As the disappearance of demographic dividend and the leveling of the gap in network and technology,the traditional business growth of telecom operators has approached the ceiling.At present,the comprehensive strength of Internet giants in platform and ecosystem has been ahead of telecom operators.The industry competition faced by mobile,Telecom and Unicom is extremely fierce,and the transformation is imminent.Telecom operators must adapt to the general trend of cross-border integration,grasp the law of cross-border integration,and use the means of cross-border integration to promote the transformation of telecom operators'full-service e-commerce.Full-service e-commerce is a key factor for the survival and development of telecom operators in the transformation of Internet.This paper studies the transformation strategy of full-service e-commerce of telecom operators under the background of cross-border integration,which can enrich and deepen the research in this field and has an exploration value both in theory and in reality.It is practicable for existing related research operators to conduct full-service e-commerce,but relevant research on how to develop e-commerce to highlight its own advantages has still not been answered.Therefore,it is an urgent problem to analyze the intrinsic reasons,fundamental driving force and transformation strategy of the full-service e-commerce transformation to guidetelecomoperators to carry out.Based on the above analysis,in order to meet the development needs of telecom operators and fill the theoretical gap,this paper takes cross-border integration under the background of telecom operators full-service e-business transformation as the research subject,using the average logarithmic Dirichlet exponential decomposition method,the game theory model,case studies and other scientific research methods focus on the following three questions:(1)In the present of the rapid development of the Internet,the transformation direction and driving factors of telecom operatorst' full-service e-commerce transformation?(2)At present,the competitive advantage of telecom operators in carrying out Internet business independently is not obvious.What effect will telecom operators cooperate with Internet enterprises?How can vulnerable operators promote the transformation of full-service e-commerce?(3)how to optimize the path of full-service e-commerce transformation of telecom operators,in addition to intensifying cooperation with Internet enterprises?Centering on the core research issues,based on the summary of theoretical literatures at home and abroad,this paper first uses LMDI factor decomposition method to decompose the total effect of full-service e-commerce into business effect,network economic effect,economic development effect and network effect,and quantitatively analyses the magnitude of various effects.Secondly,by constructing the evolutionary game model between Internet enterprises and telecom operators,the game models of competition and cooperation between Internet enterprises and telecom operators are respectively constructed in order to find the most effective strategy for the game between the them.Then,from the perspective of operators,considering the influence of network externalities,an evolutionary game model between strong telecom operators and weak operators is constructed,and finds out their game equilibrium point.Finally,the production operation system of the new B2I2C mode is expounded from three aspects:customized operation,platformintegration,centralizedsupport,andcombining with the operational data of a certain province,China Unicom demonstrates the economic and social benefits of its model for vulnerable operators.The main innovations of this paper are as follows:(1)constructed the driving factor model of Telecom operators'full-service e-commerce.Based on the literature study of full-service e-commerce,this paper uses the average logarithmic Dirichlet index decomposition method(LMDI)to determine the driving factors of e-commerce effect,network economic effect,economic development effect and network effect.It also studies the importance of each driving factor,clarifies the focus of developing full-service e-commerce,and makes up for the deficiency of studying the driving factors of Telecom operators' full-service e-commerce from the perspective of endogeneity and exiguousness.(2)Build the evolutionary game model of Internet enterprises and telecom operators,mighty and vulnerable telecom operators.After clarifying that the cooperation between telecom operators and Internet enterprises is the direction of developing full-service e-commerce,this paper constructs the evolutionary game model between Internet enterprises and telecom operators from the two perspectives of competition-oriented and cooperation-oriented,and also Combining Industry characteristics under considering the factors such as cooperation cost,user scale and network externality intensity to constructs a game model between mighty and Vulnerable Telecom operators,clarified the transformation strategy of telecom operators for full-service e-commerce.(3)Proposed the e-commerce mode B2I2C of telecom operatorCombining the above research results on the transformation direction and strategy of telecom operators,according to the operation status of telecom operators,this paper combs and analyses the whole process of online and offline services,maintenance and sales,proposes the B(business)21(internet)2C(customer)e-commerce operation mode,and combining with the case study of B2I2C of a province,the remarkable economic and social benefits of B2I2C are verified,and obtains the Operable mode of full-service e-commerce,expands the depth and breadth of research on full-service e-commerce of telecom operators.