电商平台创新优势与线上线下厂商竞争

Innovative Advantage of E-commerce Platform and Online-offline Competition

技术密集型的线上厂商(电商平台)相对劳动密集型的线下厂商(实体门店)具有业态的创新优势,能利用丰富多样的技术机会,通过提高服务水平、拓宽经营范围和降低生产成本三类创新节约消费者交易成本而抢占线下市场份额。三类创新之间存在正反馈机制:拓宽经营范围的创新可以集聚多个商品市场需求,通过需求拉动效应激励提高服务水平和降低生产成本的创新;提高服务水平和降低生产成本的创新能够通过分摊创新成本促进拓宽经营范围的创新,这又增强了线上竞争优势。本文构建的模型用比较静态方法刻画线上线下厂商在多商品市场上交叉竞争的图景,从电商平台的创新优势角度解读实体店"关店潮"的成因,也为线上线下协同创新和制定互联网产业政策提供了理论启示。

Technology-intensive online vendors(e-commerce platforms)possess innovation advantage over labor-intensive offline-suppliers(bricks-and-mortar stores),which can take advantage of ample technological opportunities to improve service levels,broaden business scope and reduce production costs.Through these three types of innovations,offline market shares can be occupied by saving consumers'transaction costs.There is a positive feedback mechanism between the three types of innovations:innovations that broaden business scope can aggregate the demand of multiple commodity markets,stimulate the improvement of service levels and reduce production costs through demand-driven effects;innovations that improve service levels and reduce production costs can share innovation costs,promote innovation that broadens business scope,and enhance online competitive advantage again.The mathematical model constructed in this paper can describe the cross-competition of online-offline suppliers in the multi-commodity market with a relatively static method.From the perspective of innovation advantages of e-commerce platforms,this paper also analyzes the causes of the store-closing tide,providing theoretical implication for online-offline collaborative innovation and internet industry policy-making.