自营和开放：混合电商平台产品服务策略影响及机制研究

Hybrid e-commerce platforms are becoming a new business model from self-operated e-commerce companies, with the development of the e-commerce, by launching self-operated strategies and open strategies. How to effectively evaluate the self-operated strategy and open strategy becomes the most central challenges for the hybrid e-commerce platforms. To this end, the project aims to investigate the sales impact of the self-operated strategy and open strategy, and examine the underlying mechanisms based on value co-creation theory. Specifically, combined with quasi-experimental method and panel data analysis, this project will (1) use the synthetic control method and difference-in-difference method to explore the sales impact of self-operated service strategy and its underlying mechanism; (2) apply vector autoregressive model to discuss how the hybrid e-commerce platform stimulate the user's purchase behavior by launching the product opening strategy and attracting third-party merchants to join the platforms; 3) explore the moderator effect of customers’ characteristics and product category, and analysis the heterogeneous impact of the self-operated strategy and open strategy on customers’ purchase behavior.

随着电商市场的成熟度越来越高，自营电商企业逐步在自营策略基础上，结合开放策略转型为混合电商平台。如何有效评估混合电商平台自营策略与开放策略有效性，探索第三方商家与自营商家的关系，成为混合电商平台非常关注的问题。为此，本项目将基于价值共创理论，激励准实验设计和面板数据分析方法，（1）结合合成控制法和双重差分法，探索混合电商平台通过实施自营服务策略对平台用户的影响及机制；（2）使用向量自回归模型，探讨混合电商平台如何通过实行产品开放策略，吸引第三方商家，提高混合电商平台的价值，并刺激用户购买行为；（3）使用三重差分模型和向量自回归模型，探索混合电商平台自营策略和开放策略对用户行为产生影响的边界条件。

随着电商市场的成熟度越来越高，自营电商企业逐步在通过自营策略基础上，结合开放策略转型为混合电商平台。如何有效评估混合电商平台自营策略与开放策略有效性，探索第三方商家与自营商家的关系，成为混合电商平台非常关注的问题。为此，本项目将基于价值共创理论，利用准实验设计和面板数据分析方法，（1）结合合成控制法和双重差分法，探索混合电商平台通过实施自营服务策略对平台用户的影响及机制；（2）使用向量自回归模型，探讨混合电商平台如何通过实行产品开放策略，吸引第三方商家，提高混合电商平台的价值，并刺激用户购买行为；（3）使用三重差分模型和向量自回归模型，探索混合电商平台自营策略和开放策略对用户行为产生影响的边界条件。