Major Platform Competition Strategy Considering Consumers' Repeated Purchasement

With the advent of the Internet interconnection era,the number of Internet users in China has continuously increasing,which prompting the rapid development of e-commerce.In 2017,the e-commerce transaction volume of the whole nation reached 29.16 trillion yuan,and the year-on-year growth rate was 11.7%.From 2013 to 2016,the number of online shopping users of China continued to grow,with an average annual compound growth rate of 17%,and loyalty rates of the top three e-commerce platform user exceeded 70%.Online shopping is no longer a novel vocabulary.It has gradually entered urban and rural households and become part of the daily life of the people.However,as online shopping continues advancing,it will also lead to further thinking about the e-commerce platform.Observing such huge sales and user loyalty on various platforms,we can find that the majority of sales contributors are old customers in the market.Therefore,from the perspective of competition in e-commerce platform,we must not only pay attention to the development of new users,but also pay attention to whether consumers make repeated purchases.The paper as the view of the repeated purchase behavior of consumers,studies the changes of competition strategies of different users' attribution platforms under the influence of consumers' repeated purchase rate when competing for two e-commerce platforms.Considering that different platforms in the market have different bilateral user attribution models,the article is divided into two scenarios and the four modes: the bilateral users of the platform and the different users of the platform.Under the four attribution modes,combined with the consumer repurchase rate to construct the demand function,consumers and merchants choose the attribution platform by comparing their own utility,and aiming at maximizing platform profit establish different function models for dynamic game analysis.The paper analyzes the impact of repeated purchase rate on the bilateral pricing and profit of the platform,and discusses the impact of different user attribution on the platform profit under the effect of repurchase rate,and proposes the e-commerce platform competition strategy based on the analysis conclusion.Through the article research,the main findings are as follows: First,the platform's pricing for bilateral users is affected by the repurchase rate,and the platform charging is relatively high at the time of single ownership.Second,under the influence of the consumer repurchase rate,the platform has a negative charge for the optimal pricing of the consumer side.Third,different from the traditional research,the higher the repurchase rate,the greater the platform profit,and increasing the consumer repurchase rate needs to reduce the cost of some platform fees.In the development process of the platform,the profit of the platform is negatively correlated with the repurchase rate of the competition platform.and positively correlated with the repurchase rate of this platform only under multi-homed to the user or the consumer part is multi-homed and the merchants are single-owned and the competition platform repurchase rate is at a low level.Fourth,under the influence of consumers' repeated purchase behavior,the platform balance is different under different user attribution modes.Finally,the article combines the research conclusions,compareing and analyzes the platform equilibrium with attribution differences,proposes a competition strategy for the repeated purchase rate and platform user attribution from the platform perspective.