Research On Competition Relationship And Development Trend Of B2C Platform

As a new business model in recent years,platform economics has developed rapidly since the 90s of last century.In the background of the Internet era,the level of development of electronic commerce in China is in the forefront of the world.Since the book publishing enterprises took the lead in entering the ranks of e-commerce,E-commerce in China begins to develop on the platform.Among them,the C2C platform and the B2C platform are becoming more and more close to the consumers,which catches wide attention in public.With the rapid development of these platforms,the competitive relationship between them intensifying and becoming increasingly complex.The price war between B2C platform enterprises which led by Tmall and Jingdong open a suction vicious competition for platform enterprises.What is the result of the price war?The answer is the lack of government supervision or the lack of public responsibility when the platform pursuing the interests,no one knows for sure.But with regard to solving this problem,the most urgent and important thing is to clarify the mechanism of B2C platform competition.Based on the theory of two-sided market and commercial ecosystem and the theory of cooperation and competition,this article select two groups of B2C platform for empirical analysis.One group is the first gradient of the integrated retail platform Tmall and JingDong,the second group is the first gradient of JingDong and the second gradient of Dangdang.The quarterly data of the two group's market share which represent the B2C platform was selected as the observation value in this paper.The Lotka-Volterra inter-species competition model and the prediction system GM(1,1)model of the ecosystem are introduced to define the competitive relationship between two groups of platform enterprises and predict the development trend.That is to say,this paper takes the B2C platform market as the research goal,analyzes the competitive relationship between the same gradient and the cross-gradient platform in the B2C platform market,and explains the empirical results from the angle of economics.Finally,the enlightenment of this paper is obtained.This paper first reviews the topics related to the thesis and the theoretical basis of it.One is the two sided-market theory,the other is the business ecosystem theory,and the third is the cooperative competition theory.After reading the past literature,it is found that most of the research about platform competition is in the construction of competition strategy,but the definition of competition relationship is not involved..There are three topics related to platform competition:platform pricing competition strategy and non-price strategy,and the network effect of platform competition.Secondly,based on the above three theoretical bases and the conclusion of literature review,the competition relationship between platforms is simplified by introducing the interspecific competition model,and the competitive relationship is defined by relevant parameters.After that,we focus on the Lotka-Volterra competition model and GM(1,1)prediction model between two groups of platforms.With the calculation of the model parameter values we can get definition of the competitive relationship between the two groups of platforms.The competition between the Lotka-Volterra model based on three conditions:first,The mutual influence coefficient between the two platforms is positive shows the competitive relationship between enterprises is a pure competitive relationship;second,the same negative number proved to be a symbiotic relationship;third,one positive and one negative is for typical predator-prey relationship.Through empirical analysis,the other parameters in this model aslo shows the growth ability of the two groups of platforms,the blocking effect on themselves and the blocking effect on each other.And the GM(1,1)model is used to analyze the trend of the market share between groups of platforms.In a word,through the analysis of model and empirical results,we can get four conclusions:First,Tmall has more powerful growth ability than JingDong in the market of integrated retail platform,and when the platform expands,the blocking effect of the platform is slightly smaller than that of Tmall platform.Second,Second,Tmall and JingDong belong to the pure competitive relationship in the market of integrated retail platform,and this relationship has the trend of strengthening.Third,when there is only one platform in the market of book publishing platform,Dangdang has stronger growth ability than JingDong,and when Dangdang expands,the blocking effect of Dangdang to its own is smaller than that of JingDong.Fourthly,the relationship between Dangdang and JingDong in the market of book publishing platform is pure competition.According to the results of GM model,the two enterprises will maintain their respective competitive advantages and expand their market share.The competition between the two platforms in the book publishing market has a tendency to strengthen.Finally,we draw inspiration from the empirical conclusions.We believe that promoting the competitive relationship between B2C platforms can be achieved in two directions,namely,reducing the block effect of business expansion and its blocking effect from other platforms.Specifically,from the perspective of the platform itself,B2C platform should pay attention to the development quality of the appropriate expansion of enterprise size and user satisfaction;from the perspective of the third party B2C platform,we should improve the core competitiveness,improve the ability to adapt to the environment;from the angle of government,we should create a policy environment suitable for the development of B2C platform,promote benign competition and regulate vicious competition.