The Research On Technological Innovation Investment Strategy For B2B E-intermediary Based On Option Game

B2B electronic intermediary which provides trading services for small and medium enterprises has become a large and vibrant economy. However, due to e-commerce industry trends and the huge number of existing enterprises, the competition between B2B electronic intermediaries is particularly intense. In order to survive and develop, B2B electronic intermediary must carry our technological innovation investment, such as providing some other value-added services to improve the quality of B2B electronic platform.Quantitative modeling as main method, technological innovation investment strategy model for B2B e-intermediary based on option game is built incorporated with the characters of B2B platform, with a view to provide decision support for B2B electronic intermediary managers. The main works are summarized as follows:First, the technological innovation investment opportunities of B2B electronic intermediary are accompanied with the uncertainty of future, the irreversibility of cost and technology as well as competition between enterprises. These three features can be summarized as option features and game features.Then, the project investment decision-making methods are summarized and compared. Option game can both consider the option features and game features of technology innovation investment; therefore choose it as the research method in the paper.At last, we built an asymmetric duopoly B2B electronic intermediary technology innovation investment decision model considering network externalities and IT cost reduction. By equilibrium analysis we found the investment strategies are to invest at the same time or invest serially. When the degree of cost asymmetry is greater than the degree of network externalities, the investment strategy is investing serially. Investing at the same time when the degree of cost asymmetry is less than the degree of network externality. The degree of cost asymmetry unchanged, the follower’s investment threshold is negative correlation with the degree of network externalities. When there is no network externality, the follower’s investment threshold is positive correlation with the degree of cost asymmetry.