Coordination and Arbitrage:From the Perspective of Economic Sociology Transformation of Cross-border E-commerce Market
Based on the power relationship and long-term asymmetric dependence between cross-border e-commerce sellers and platforms,it is pointed out that sellers in a vulnerable position have a strong motivation to enhance structural autonomy and carry out strategic actions.Furthermore,the reconfiguration of dependence relationships among seller groups has triggered the transformation of the cross-border e-commerce market,that is,from a single giant to a super market with many strong players,and then to a networked transaction structure.With the help of representative organizations such as Anchor Innovation,Shein and Amazon,we analyze their respective ecological positions,competitive advantages and relationship structures,and point out that there exists a generalized path for the expansion of sellers from a high degree of dependence on the platform,to the construction of their own brands and marketing systems,and to the full implementation of the "platformization" strategy.In the process of transformation,a large number of segmented and professional service providers in the cross-border e-commerce market,such as logistics warehousing,SaaS and online payment,have rapidly emerged and grown.Using Simmel's triad theory as the core resource,we establish the ideal types of arbitrage brokerage and coordination brokerage,and reveal the process of Chinese sellers going overseas through the adjustment of brokerage strategies as sellers grow from small to large and from weak to strong.It also provides a middle-level explanation method for macro-market transformation based on the perspective of economic sociology.
Made in ChinaPlatformizationMarket ProcessBrokerage ProcessTriad
万方数据
维普
