外源性电商平台品牌的形成机理及发展策略研究

Research on Construction Mechanism and Development Strategy of Exogenous E-commerce Platform Brand

受成本优势、政策优势和基础设施等的影响,在价值认同及关系承诺等内外因素的共同驱动下,外部的资金、技术、人才和相关电商企业会自发向某个区域中龙头品牌集聚,从而形成外源性电商平台品牌。构建外源性电商平台品牌的核心,在于通过应用互联网及新技术来提高创新能力、技术成果转化力并提升电商平台软实力和协作能力。在构建外源性电商平台品牌的过程中需要充分发挥产业中每个个体的优势,实现"互联网+商业模式"的创新,提升品牌影响力并创造品牌价值。

External funds,technology,talent,and related industries and enterprises are spontaneously drive out to leading brands in a certain area,thus formed the platform brand of the exogenous industry,which are affected by cost advantages,policy advantages and infrastructure and driven by internal and external factors such as value recognition and relationship commitments.The core of constructing an exogenous industrial platform brand is to improve the innovation capability,transform of technological achievements,enhance the soft power of the industrial platform,and the collaboration capabilities by using Internet and new technologies.In the process of building an exogenous industrial platform brand,it is necessary to give full play to the advantages of each individual in the industry to realize the innovation of the"Internet+business model",enhance brand influence and create brand value.