The Research of E-Commerce Enterprises’ Price Game: Empirical Studies in China

Abstract

With the rapid development of Internet in China, network economy, especially e-commerce enterprises, plays an increasingly important role in the overall situation of economy. However, excessive and vicious competition among enterprises in the network market occurs frequently, resulting in tremendous waste of resources, lack of fairness and some other consequences. Through focusing on the some typical B2C and O2O cases in China, this paper analyzes the competition behavior and strategy choices of e-commerce enterprises in the market with game model. It focuses on two common e-commerce price games in China, and explores the possibility of market self-regulation. Finally, suggestions are provided to perfect the regulation of the government, which might be good for the healthy development of network economy.

Online prejudice and barriers to digital innovation: Empirical investigations of Chinese consumers

“…Furthermore, interviews with customers revealed that many questioned the quality of the products offered by the fresh food e-commerce platforms, which confirms their previous negative experiences with other e-commerce businesses. Thus, despite the number of transactions continues to rise, most Chinese e-commerce firms are involved in price wars, pursuing impractical business models, and running at a loss (Huang et al, 2015;Zhao, 2017).…”