Research On The Development Strategy Of Shenhua Group’s E-Commerce Platform

As Internet and mobile information technology develops,E-commerce has promoted the frequency of interactions among global companies and the efficiency of transactions among market players.Benefit from advanced information technology,E-commerce platform companies with core advantages of high-efficiency,broad-expansion and low-cost have achieved great success rapidly.Since 2015,Chinese government has advocated the “Internet+” development strategy,encouraging traditional industries to utilize advanced information technology to reach new goal of innovative development.With official encouragement and potential success,E-commerce gave a new developing model and scarce opportunity to coal industry which had been in depression and struggling for transforming at that time.In this paper,we start from the introduction of two-sided markets theory and clearly depict its conception,main thoughts and key pricing strategy.Based on the theory,we also analyze the market functions,features and owner-structure of the E-commerce B2 B platform in detail,and especially,dig into its pricing strategy,network effect,ect.Futher more,we do the application work.First,we find the gap between the E-commerce development goal of Shenhua Group and the reality by analyzing China demestic coal market situation,Shenhua Group’s developing stage and purpose of developing E-commerce.Second,we try to apply two-sided markets theory to solve the problem above.After understnding the two-sided customer demands of Shenhua’s E-commerce platform and figuring out the key indices of Shenhua’s B2 B platform,we creat new feasible coal pricing strategy,platform charging strategy and network expansion strategy,which might be inspiring for coal companies to develop their E-commerce platform.