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Research on the greenhouse management model of e-commerce platform: a case study on the platform-mediated network market of Alibaba

WANG Xuhui;ZHANG Qilin

China Industrial Economics,No. 11

【Abstract】 E-commerce platform and platform sellers have established an intermediate relationship between hierarchy and market, leading to dual characteristics of governance and management, and the dual goals of social fair value and platform strategy in e-commerce platform management. On this basis, boundary separation and mutual adjustment of management environment and management measures become a reality. E-commerce platform can design platform market in the market, in order to regulate and guide behaviors of sellers. Then, a peculiar greenhouse management model comes into being. This paper makes a systematic analysis on greenhouse management model of Alibaba. It shows that platform rule, trade procedure and regulatory measure are the basic level of the model. The social consistency of market rule is destroyed by the inherent difference of different platform business strategies resulting from the integration of management model and business model, and contract boundary is replaced by technical boundary resulting from the combination of platform rule, trade procedure and regulatory measure, which are the dominate logic of the model. Selective implementation of legal system, technical setting of trade procedure, and scenario simulation of native rural society, become the key content of the model. The coordinated matching of management environment and management measure, and the dynamic transformation from management measure to management environment, become the operating mechanism of the model. The rational design and synchronous adjustment of management environment and management measure adapt to the rapid transition of business model in the Internet era, and improve its validity and applicability. In addition, this deepens the understanding of the relationship between organization and environment, and the relationship between platform and users, broadens approaches of hybrid model and network governance, and management theory is finally further promoted.

Construction of e-commerce platform reputation: from the perspective of value co-creation between platform firms and platform sellers

WANG Xuhui;ZHANG Qilin

China Industrial Economics,No. 11

【Abstract】 The e-commerce platform mode is essentially value co-creation between platform firms and sellers, thus providing a complete shopping experience to buyers. From this perspective, e-commerce platform reputation has a dual structure consisting of individual reputation of platform firms and collective reputation of sellers. It also has many features including the mixed characteristics between individual reputation and collective reputation, the co-existence of tragedy and prosperity of the commons, and the separation of sharers from regulators. Then, e-commerce platform reputation is analogous to club reputation. Platform firms and sellers can create and share e-commerce platform reputation. There are two basic paths for sellers to share e-commerce platform reputation: reputation transfer and reputation spillover. The size of sharing effect depends on reputation, quantity and structure of sellers. However, platform firms firmly control the admission to sharing commerce platform reputation. The e-commerce platform reputation, with weak binding effect on sellers, cannot be used as a supplement to the system, so sellers may have opportunistic behavior resulting in damage to the e-commerce platform reputation, thus causing contagion effect on other sellers. The e-commerce platform reputation, with strong binding effect on platform firms, can be used as a supplement to the system, so platform firms will restrain both their own and the sellers’ opportunistic behavior, thus contributing to a good trade order. In order to keep a good e-commerce platform reputation, three solutions should be comprehensively promoted: marketization solution, industrialization solution, and administration solution. Furthermore, trade procedure, platform rule, reputation rent, and regulatory strategy should continue to be improved, and a full application of economic incentive and social incentive is necessary as well.

Electronic commerce platform-joint supply chain financing mode: bank lending vs. electronic commercial platform lending

YU Hui;LI Xi;WANG Yawen

Chinese Journal of Management Science,Vol 25,No. 07

【Abstract】 Nowadays, many electronic business platforms like Alibaba take part in providing their capital constrained suppliers with financial assistance except to the banks. The objective of this paper is to study which financing mode will benefit both the supplier and the electronic business platform, bank lending or electronic business platform lending. Based on the perspective of supply chain finance, we described an electronic commercial enterprise and its capital-constrained supplier faced with bank lending or electronic commercial platform lending. The supplier can ask the electronic commercial enterprise for financing through its orders as mortgage or borrow money from the bank. A wholesale price contract model is constructed. The supplier formulates the wholesale price first and the electronic business platform formulates the order quantity in perusing max profit and they game with each other. The optimal financing scheme to both the supplier and the electronic business platform is drawn out. Research shows that lending rate is a vital index that will affect electronic commercial enterprise and the supplier’s financing strategies. There are threshold points of their optimal financing choices. Lending from electronic commercial platform between two threshold points will benefit both the supplier and the electronic business platform. Otherwise bank lending will be more beneficial. Electronic commercial platform lending will benefit the supplier and the whole supply chain which it is in, but it cannot increase supply chain efficiency. So building up coordination mechanism is still very important. Supplier’s private capital and electronic business platform’s capital cost can lay on huge effect on the profits of both sides. In this paper, different lending modes’influence on the companies in a supply chain has been investigated, which can help the electronic business platform and its capital-constrained supplier to make a scientific decision and gives them some management implications. Also, the base of studying optimal decision of the supplier and the electronic business platform is set up under multi-cycle, and which step to take to achieve supply chain coordination.

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