Research On Competition Strategy Of Vertical E-commerce Platform

On the basis of summarizing and absorbing the previous research achievements on network shopping,vertical e-commerce platform and platform competition strategy,and combining with the current situation of the rapid development of vertical e-business platform,the simulation model of consumer network shopping process is established.From the perspective of vertical e-commerce platform,the model discusses the factors affecting the service and price strategy of the vertical e-commerce platform under the network shopping environment.It focuses on the platform factors,the characteristics of the Internet shopping users and other factors,and tries to find out the improvement of the service level and the increase of the price level when the vertical e-commerce platform gets the optimal total income in the case of the change of the influencing factors.The user features are the level of awareness of service level promotion,and the platform factors include the rate of advertising arrival,the initial old user ratio,the profit rate of the commodity,the average price,the search coefficient of the e-commerce platform and so on.From the angle of vertical e-commerce platform,this paper uses the computer modeling and simulation method to study the competition strategy of vertical e-commerce platform.It breaks through the previous qualitative methods such as empirical research to study the limitations of the factors affecting the competition strategy of e-commerce platform and the consumer purchase decision factors.The research results show that the factors selected in this paper have different influence on the cumulative total income of vertical e-commerce platform.Through the sensitivity analysis,it is found that the search coefficient and marginal cost coefficient of the e-commerce platform have no significant influence on the operation decision of vertical e-commerce platform.The ratio of the original old user,the rate of advertising arrival,the profit rate of the commodity,the average price of the customer and the awareness of the user's service level have a great influence on the competition strategy of the vertical e-commerce platform.Among them,the impact of initial old user ratio and ad arrival rate on the vertical e-commerce platform competition strategy has obvious phased impact.