Abstract Different operation models of e-retailers have brought differences in the business behaviors of self-operating e-companies and platform e-companies. By comparing with the properties of self-operation and joint-operation model of brick-and-mortar retailers, this paper analyzes more than 10,000 types of home appliances and their price data in 6 categories sold on Gome, Suning JD, and Tmall. The results show that: as for the selection of products, each e-retailer has about 50% of the types sold exclusively on average; in terms of channel selection of brand manufacturers, more than half of their products are sold by self-operating e-retailers, while the new products, which carry more risk in the market, account for high proportions in the platform e-retailers; in terms of price strategy, JD has the most radical performance measured with price adjustment frequency and price reduction in promotions, while Tmall’s price adjustment frequency is also relatively high, but its average range of price reduction is less than the three self-operated e-retailers. This paper suggests that the different advantages of the two e-retailers to manufacturers should be exploited in the future, and the benign competition of both the price and the product should be promoted, so as to support the healthy development of the industry and the quality improvement in consumption.
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Received: 08 March 2018
Published: 15 August 2018
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Corresponding Authors:
ZHANG Hao
E-mail: zhh24816@163.com
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