How to Form the Platform-Local Market in the Decentralized Mobility of E-commerce Operators?A Study Based on the Transformation of the Yiwu Market
Taking the transformation of Yiwu market as an example,this paper reveals an organization form of the platform-local market that reflects the symbiotic relationships between platform sales and local operations and between central agglomeration and decentralized mobility.Live streaming e-commerce integrates the market network and interpersonal network with the help of social media,which leads to the urgent need of platform sales for instant supply and flow manufacturing.Local operators create a"goods-finding-people system"to control uncertainty through the local interactions of knowledge production,institutional environment and entrepreneurial culture,attracting operators to gather.The operation of the platform-local market further strengthens the market's space of flows.Individual operators decentralize under external pull and internal push and then promote the reproduction of the platform-local market through the information return and market push.Based on embeddedness theory,this paper deepens the understanding of market transformation in the context of digital economy.
NETL
NSTL
万方数据
