中小企业搭载第三方电子商务平台中的不利选择与规避措施

The Adverse Selection and Its Countermeasures of Small and Medium-sized Enterprises in the Process of Carrying the Third-party E-commerce Platform

搭载第三方电子商务平台是中小企业开展电子商务的主要途径。在搭载过程中,中小企业首先要选择合适的第三方电子商务服务提供商,并在选择过程中与其构成委托——代理关系。由于信息不对称,中小企业在选择第三方电子商务服务提供商时往往陷入不利选择的困境。文章剖析了第三方电子商务服务市场中的不利选择及其原因,并提出相对应的规避措施。

The main choice of starting e-commerce is carrying the third-party web platform for the small and medium-sized enterprises.During the process,they have to choose the appropriate provider of e-commerce service at first and establish the principal-agent relationship with them.Owing to the information asymmetry,the small and medium-sized enterprises often fall into the adverse selection dilemma.The paper analysed the adverse selection and its reasons in the market of third-party e-commerce service and raise the according countermeasures.