The Analysis Of Differentiated Behavior Of Online Shopping Platforms

In the21st century, the Internet based on information technology and network technology is profoundly changing people’s habits and way of communication, re-shaping the new business model, changing the competition and partnerships among enterprises. Online shopping is between individuals, businesses and personal dealings and transactions in the form of the network is an important area of the Internet to change the real world. Online shopping starts at the Amazon online bookstore in the United States in1995,1999, with the official opening of the8848and other B2C website, China has also begun to enter the actual stage of online shopping, single online shopping market size, experienced a slow upswing in2003, the Chinese online shopping market has started to enter a rapid development period, the average growth rate of about100%, net purchase of nearly800billion yuan in2011. The form of online shopping will become the mainstream of society, at the same time our understanding of competition and cooperation relationship between the online shopping platform for enterprise development, as well as the platform for online shopping is crucial.The primary attributes of the Internet is an information dissemination, information production and dissemination of economies of scale and network effects, and Internet companies rely on the Internet and online shopping platform with some of the traditional economic model, the traditional enterprisefeatures, such as a more significant economies of scale, economies of scope and network effects. Online shopping platform is the link to connect with consumers and suppliers, is the combination of Internet and real business model, we also had some of the features in the range of pure Internet companies and corporate line. Platform, Enterprise has a cross-network effects and network effects, while the majority of the platform has its own line logistics system. Platform competition among the key is to maintain its own network effect and weaken the effect of the competitor’s network, how to understand the competitive behavior of the differences between the platforms is the main task of this article. This paper first introduces the online shopping platform on the trading relationship between the participants:consumers, suppliers, analysis of both the transaction costs borne in the ordinary course of dealing in and look for a bilateral market for online shopping monopoly platform model,meaning and role of analysis of network effects. Then, on the basis of the research results of scholars, summarizes the four Platform, Enterprise differentiated way, and use the baseline model of the foreign scholars, analysis and interpretation of the Platform, Enterprise for the reasons of competitive differentiation. Finally, the combination of competitive behavior and practical platform for enterprises, summary and presentation of the manifestations of the common enterprise of several online shopping platform for competitive differentiation, and hope to draw some useful lessons and conclusions.This article is divided into seven chapters:The first chapter is the research background, significance, research methods, and research and clarification of the basic concepts and presentations; the second chapter of literature review, describing the bilateral market theory, bilateral market-competitive behavior of enterprises, enterprisesdifferences in behavior; first introduced in Chapter III of the trading behavior of consumers and suppliers are assumed in the transaction process, transaction costs, followed by the introduction of the microscopic structure of the online shopping industry and the industrial chain, and finally with a apply to the online shopping industry bilateralmarket monopoly platform to analyze the role of cross-network effects; Chapter4introduced a QOS heterogeneous model, platform quality of service differentiation as the main content in the consumer side; the fifth chapter describes the network effect.meaning and significance, as well as in conditions since the existence of network effects, the online shopping platform enterprise information differentiation and market differentiation behavior; Chapter6describes the mode of differentiation, this difference in behavior is a specific competitive environment in the Intemetin different directions, online shopping platform integration, to shape their own market forces; Chapter VII of the previous chapters on the basis of the summary of the main manifestations of competitive differentiation in the competitive process in the online shopping platform to understand the platformdifferences in behavior of the enterprise...