The Growth Mechanism of Private Brands of E-commerce Platform Enterprises Under the Empowerment of Big Data Cooperation Assets:Case Studies of Xiaomi Youpin and NetEase Yanxuan
Using grounded theory approach and taking Xiaomi Youpin and NetEase Yanxuan,two e-commerce platform companies,as research objects,this paper carries out "analytical induction" and ex-plores the growth mechanism of private brands of e-commerce platform companies by introducing big data cooperation asset theory. The study reveals the following findings:first,the driving force for the growth of private brands of e-commerce platform companies lies in the technological empowerment and market empowerment of big data cooperation assets;second,with the help of big data cooperation assets,e-commerce platform companies can drive the growth of their private brands through the logical empower-ment of "brand community value co-creation—dynamic identification of innovation opportunities—dual im-provisational innovation",thus gains product innovation,channel innovation and value innovation;third,the growth of private brands of e-commerce platform companies can choose the path paradigm of either "quality" as the core or "selection" as the core. Therefore,e-commerce platform companies should fully stimulate the empowerment and driving role of big data cooperation assets in building their private brands,and choose an appropriate growth path for their private brands based on the characteristics of their own em-powerment methods and growth mechanisms.
big data cooperation assetsprivate brand of e-commerce platform enterprisesdouble-case study
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