电子商务平台企业的卖家竞争管理与平台绩效——基于VAR模型的动态分析  

Managerial Tactics for Sellers' Competition and Performance of the E-commerce Platform: Implication from the Dynamic Analysis of VAR Model

作　　者：李小玲[1] 任星耀[2] 郑煦 

机构地区：[1]中南财经政法大学工商管理学院 [2]南开大学商学院 [3]香港城市大学商学院

出　　处：《南开管理评论》2014年第5期73-82,111,共11页Nankai Business Review

基　　金：国家自然科学基金青年项目(71202180;71202163)资助

摘　　要：电子商务平台企业对卖家竞争的管理是影响其能否实现从粗放扩张到可持续发展的核心难题。电子商务平台企业是独立于交易双方主体的第三方,本文从平台第三方的角度切入研究客户管理问题,拓展了客户关系管理研究的二元分析范式。借助双边市场理论、动态能力理论与组织生态理论,在VA R模型基础上分析了卖家竞争的广度和深度对平台企业绩效的动态影响,并探讨了平台企业对双边客户的营销策略如何影响卖家竞争结构。研究结果表明,卖家竞争广度能有效拉动平台企业收入,卖家竞争深度的增加短期内有效但长期却起到抵消效应。此外,针对新买(卖)家的营销策略有独特的效果。本文指出平台企业的长期发展需要对商家竞争进行有效控制,均衡自身和商家的利益。The management of sellers＇ competition is a hard nut to crack for an e-commerce platform company, because it will determine whether the platform can change from the extensive growth to the sustainable development. Since the e-commerce platform company is neither the buyer nor the seller, most of the existing research focusing on the two direct transaction participants from a dyadic setting is not fully applicable to the e-commerce market management practice. This study broadens the dyadic paradigm of CRM research by focusing on the perspective of the e-commerce platform company, who is a third-party. Based on two-sided market theory, dynamic capability theory and organizational ecology theory, we analysis the short-term and long-term effects of the breadth and depth of sellers＇ competition on the performance of the platform company, and explore the inf luence mechanisms of two-sided customers＇ marketing tactics on the structure of sellers＇ competition with longitudinal data and VAR model. The results show that, the breadth of sellers＇ competition will improve the platform＇s performance, while the depth of sellers＇ competition can play a positive effect on the short-term performance of platform and a negative effect on the long-term performance of platform. Considering the inf luences on sellers＇ competition structure, we identify new customers（both buyers and sellers） have the unique value to the e-commerce platform company. Specifically, advertising tactics attracting new buyers will contribute more on the breadth of sellers＇ competition than advertising tactics attracting existing buyers from both shortterm and long-term perspectives, and subsidies for new sellers will decrease the depth of sellers＇ competition more than subsidies for new sellers. This paper points out it is necessary for the e-commerce platform company to carry out effective control on sellers＇ competition and balance self and sellers＇ interests. The implications of this research for marketing practitioners and cont

关 键 词：电子商务平台企业 客户关系管理 卖家竞争 双边市场 营销策略 

分 类 号：F724.6[经济管理—产业经济] F224