A Study On The Two-sided Matching Problems Between China’ E-commerce Service Providers And Brands

China’s e-commerce has been developing vigorously since its birth in the 1990s.The "Internet +" action plan was put forward in 2015,and e-commerce has been promoted to the national strategic level.Against this background,the rapid development of e-commerce is fully sweeping across the traditional industry,so that the traditional brands have to consider developing their online business.There are three crucial powers promoting the evolution of e-commerce:brands that have already embarked on or are going to dive into the e-commerce platforms,online services providers who can offer a variety of services for brands,and e-commerce platforms that link brands and services providers together.However,when a brand wants to select its online service provider,matching difficulties often arise due to the trust issues,incentive problems and information asymmetry problems in the selection process.In order to make the two sides match more efficiently,China’s two largest domestic integrated e-commerce platforms,TMALL and JD,have launched their own rating criteria for online service providers.With the basic methodology of induction and deduction,as well as case study,this paper provides an analysis of the existing literature,the classification of service providers and brands,and the differences and similarities between TMALL and JD’s rating criteria.On this basis,we investigate the case study of both the successful matching experiences and problems of Ningbo Hozest Internet Technology Co.,Ltd.,and examine the positive and negative effects of the existing rating criteria in promoting the two-sided matching between brands and service providers.From the case study,this paper summarizes the problems of the existing rating criteria and provides policy suggestions to enhance the matching efficiency in this regard.To be specific,our policy recommendations go from the following four aspects:firstly,we should adjust the existing rating criteria to mitigate information asymmetry of service providers for brand to recognize them.Secondly,we should display the bidding demands of brands to service providers and mitigate information asymmetry of brands for service providers to recognize them.Thirdly,we should strengthen brands’incentive policies for service providers.Fourthly,we should ameliorate the cooperation mode between platforms and service providers.