Research On Supply-side And Demand-side Network Effects Of C2M Platform

In the context of the Industrial Internet,the deepening development of bilateral markets and the continuous innovation of the platform economic model have led to the emergence of C2 M platforms.The C2 M platform directly connects consumers and manufacturers,providing opportunities for digital empowerment of manufacturers.Exploring the growth mechanism of the C2 M platform is of positive significance for promoting the supply-side structural reform,while the network effect is an important mechanism for the expansion of the platform economy.There is currently a lack of targeted research on the network effect of C2 M platforms,and this research is based on the two-sided market theory to study the supply-side and demand-side network effect of C2 M platform,which has important practical significance and theoretical value.In order to conduct a systematic study on the network effect problem of C2 M platform,the paper conducts targeted analysis from the supply side and the demand side,explores the structural characteristics and user characteristics of the supply and demand sides,and analyzes existence and mechanism of the network effect under the mode of direct connection between consumers and manufacturers.The C2 M platform connects consumers and manufacturers,and has the typical characteristics of a two-sided market.This paper proposes a hypothetical framework and theoretical model based on the structural characteristics of the platform,and completes an empirical analysis.In the process of supply-side network effect research,based on the crawled supply-side data of the platform,the characteristic variables such as the production cycle of supply-side manufacturers and the number of OEM brands are mined to empirically test the existence of supply-side network effects,and focus on analyzing the generation of supply-side network effects.The moderating effect of the number of industrial brands on the supply-side network effect and the heterogeneity test of the network effect of the C2 M platform from the perspective of commodity type and production cycle are also tested.The results show that in the C2 M platform,there are significant same-side network effects and cross-side network effects.Manufacturers with more OEM brands have more obvious supply-side network effects,and the supply-side network effects are affected by production cycles and commodities type.In the future,we should focus on improving the C2 M platform supply-side manufacturer selection mechanism,strictly review and check the manufacturer’s OEM manufacturing capabilities,inject stronger development vitality into the platform expansion,and conduct differentiated management for different types of manufacturers to maximize network effects.In the process of demand-side network effect research,this paper innovatively focuses on the quantity and quality of consumer network nodes,and on the basis of examining the network effect at the quantitative level,based on word-of-mouth effect theory,the paper judges from the information contribution degree of demand-side consumer network nodes.Node quality,to explore the role of network effects at the quality level.In addition,based on the search theory,the moderating role of product types on demand-side network effects is also considered,and attention is paid to observe the differences in demand-side network effects of products in different production cycles.The results show that,first,there is a significant demand-side network effect in the C2 M platform,that is,both the basic quantity and quality of consumer network nodes will have an important impact on the future expansion of consumer networks,and the network effect at the quality level is significantly stronger than the quantity.The level of network effect shows that the degree of information contribution of consumer network nodes can affect the expansion of the demand-side network in the future more than the number;The effect is stronger than the network effect of experiential products,and users are more likely to be influenced by other users’ decisions when purchasing products with low search costs;third,in terms of demand-side management of the C2 M platform,the C2 M platform display and comment mechanism should be improved,focusing on differences By displaying sales information and motivating users to actively comment,it can enhance the driving force of the demand-side network effect and stimulate the demand-side scale growth of the C2 M platform.