双边市场视角下b2c平台企业的竞争隔离机制研究

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1、jb哀交通盔堂亟±堂焦j金塞△垦曼I＆△￡IABSTRACTIntemetdevelopmentiscontributingtothedevelopmentandprosperityofelectroniccommercenewshoppingformundertwo-sidedmarketsenvironment．Thecompetitivesituationofe-commerceismorediversifiedandhomogeneousintheeconomicinterestsofthedriven．Thecompetitiveadvantageofente

2、rprisesiseasilyweakenedandreplacedaswellastimegoesbyandotherenterprisesimitationandreplication．ThegrowingconsumerdemandandfiercecompetitionputtheurgentchallengeforwardtoB2Cplatformthathowtoobtaincompetitiveadvantagesthroughdifferentiationstrategyinthehomogeneityofe—commercecompetition．Th

3、erefore，B2CplatformmoreneedastrategytomaintainthecompetitiveadvantageundertherulesoffacingwithSuperiorbaddiscard．Thispaperintegratedapplicationofenterprisestrategicmanagementtheory,thetwo．sidedmarketstheory,B2Cplatformisolationmechanismastheresearchobject，startingwithCROSSnetworkexternal

4、itiesandfoundtwo—sidedcustomersresourcescanbecomeanimportantfoundationofB2Cplatformcompetitionadvantageatpresent．ThroughtheanalysisofB2Cplatformcustomersresourceaccumulationprocess，summeduplogicframeworkandaccumulationpathoftwo—sidedcustomersresourceaccumulation．Further,accordingtoCompet

5、itivelevels，thispaperadjustcapabilitythroughdynamicenvironmentscanning，expandthecompetitiveadvantageandmaximizethevalueofcustomersbasedontwo-sidedcustomersresourcescompetitiveadvantage，constructB2CplatformcompetitiveisolationmechanismthroughwhichCanobtainaseriesofshortofcompetitiveadvant

6、age，andthustoobtainsustainablecompetitiveadvantage．Atlast，thispapertakesJingdongMallforexampletoexplainthecontentofeffectiveisolationmechanismandmechanismintherealcompetition．itisprovesthatthecompetitiveisolationmechanismCanproducecompetitiveadvantageforB2Cplatforminmarketcompetition，lea

7、dthestructure’SdirectionofB2CplatformisolationmechanismandsustainstrategicplanningwhichCanbroughtcompetitiveadvantage．‘KEYWORDS：B2CPlatform；Two-sidedMarkets：IsolationMechanism；JingdongMallCI．ASSNO：目录中文摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．iiiABSTRACT⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯