Industrial Chain Integration,Market Channel Transformation And The Growth Mechanism Of E-commerce Platform Enterprises

A large number of scholars have paid more attention to the research on the mechanism of business growth in business practice.However,the e-commerce platform enterprises developed in the era of network economy can implement the innovative operation mode through the frequent integration of industrial chain,and then to realize the logical mechanism of the rapid growth of the enterprise,which still needs to be explained theoretically.With the help of exploratory and multi-case research methods,this paper selects three e-commerce platform enterprises with typical industrial chain integration behavior as case samples.It not only discusses the industrial chain integration behavior implemented in the growth process of the e-commerce platform enterprises.Moreover,the internal mechanism of the industrial chain integration behavior of the e-commerce platform enterprises to promote the growth of enterprises is also investigated dynamically.This paper tries to expand the theoretical interpretation system of enterprise growth under the perspective of industrial chain integration.The results of the study show that the growth of e-commerce platform enterprises can be divided into three different stages,namely,initial period,growth period and maturity period.There are significant differences in the integration behavior of the e-commerce platform enterprises in different stages.Further,the implementation of the industrial chain integration behavior at various stages of the e-commerce platform enterprises can induce change in the market channel by reducing the transaction cost.In the process of the changes mentioned above,the e-commerce platform enterprises have obtained the rapid growth of the enterprises by choosing different growth strategies.Specifically,in the initial period,the emergence of the e-commerce platform is essentially the result of the horizontal integration of the industrial chain.In the pursuit of the cost saving of information,the market channel structure of the enterprise is gradually flattening.In the above process,the e-commerce platform enterprise has gradually developed into the intermediate trader with new function,and the business growth strategy is mainly represented by service optimization strategy.The growth period is the stage for the e-commerce platform enterprises to implement the vertical integration of the industrial chain.With the help of lower negotiation costs and lower logistics costs,the market channel relations of the e-commerce platform enterprises are becoming more and more complex.The core operation ability of the e-commerce platform enterprise is strengthened,and the enterprise is based on the core competence strategy at this stage.The e-commerce platform enterprises in the mature period make full use of the "horizontal&vertical" modular integration behavior,on the basis of reducing the cost of the entire social transaction,including the cost of financing.Further,the market channel function tends to diversify,the development strategy of the e-commerce platform enterprises is the ecological strategy in the mature period.Therefore,in the growth process of the e-commerce platform enterprises,we should make rational use of the industry chain integration behavior to promote the development of enterprises,but also pay close attention to the changes of the market channel and strengthen the channel construction.Of course,it is necessary to strengthen the regulation of market share changes during the implementation of the industry chain integration behavior,so as not to be harmful to the emergence of fair competition in the market.