The Study Of Enterprise Alliance Behavior Model Based On Advanced E-commerce

With the rise of the new economy which represented by economic globalization and knowledge-based economy, advanced e-commerce is emerging as a broad development prospects. The B2B e-commerce, as one of the six e-commerce models, has been widely used on a global scale currently, because of its prominent role on standard business management processes, improving enterprise operational efficiency, reducing transaction costs, enhancing the competitiveness of enterprises and other advantages. In the advanced e-commerce environment, businesses from different industries will have a power to entry into an enterprise e-commerce alliance, to become a member of e-commerce platform, thereby reducing business operating costs.Based on a large reading of the e-commerce relevant literature, this paper summarized the concepts and characteristics of the advanced e-commerce, and its impact on the market structure. By improving the model of Nash equilibrium game, this paper discusses the profit changes in the cases of different product replacement rates, and then gives the conditions of a stable market structure.In this paper, there are five parts:Chapter One Introduction to introduce the e-commerce development trend which is the background of the paper based, highlighting the development trend of e-commerce platform. Chapter Two Literature Review introduced the theory concepts of Enterprise Alliance and Nash equilibrium game, as the theoretical foundation of this paper. Chapter Three the market analysis which the advanced e-commerce impact, studied from the concept and evolution of e-commerce, summarized the advanced e-commerce's concept, research status, characteristics, and the impact to market structure, made the enterprise integration trends behavior on the advanced e-commerce environment as the object of this research. Chapter Four is the core of this paper, it will build an enterprise alliances behavioral models on the environment of advanced e-commerce, discussed the pros and cons to join an alliances from the view of enterprise view. By the discuss, it summed up the enterprise profits by entering an alliance on the different circumstances, gave the formula of stability market structure of the enterprise e-business alliance, which can give the advise to enterprise on this decision of joining an alliance or not. Chapter Five Conclusions and outlook, summarized the research results of full text, proposed the deficiencies and follow-up research.