Study on the existence and development of e-commerce of brokers from the view of information imbalance
Li, Haijun (2014)
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112731757
https://urn.fi/URN:NBN:fi:amk-2023112731757
Tiivistelmä
E-Commerce expands the market´s concept from the market place to market space, and it also expands the value chain from linear to the value Matrix. This aspect implies the emergence of new marketing space, it also means that E-Commerce marketing structure is not completely innovative, it must be established on the basis of traditional marketing framework and looking for new opportunities by combining the traditional marketing value-chain structure with new value-added of virtual space.
This paper considers, on the one hand, from the perspective of the value matrix. The development of E-Commerce brokers is due to the two aspects: the traditional brokers´ importance in the value chain and information value-added, on the other hand, from the marketing demand point of view, the appearance of E-Commerce doesn´t bring a perfect competitive market, where there are still uncompleted competition, information imbalance, etc. These unfavorable factors increased the marketing frictions and transaction costs.
Especially, here, we need to emphasize information imbalance, because information in E-Commerce will become a major resource and valuable object, so the information imbalance will block the business development in the E-Commerce market, and this resistance is greater than in traditional market. These unfavorable factors promote the necessity of the presence of E-Commerce broker.
However, the operating model of E-Commerce broker and value added features are different from the traditional brokers, logistics is a major traffic business for traditional brokers, information flows occurs as accompaniment, value-added or cost reduction of logistics are the basic value of traditional brokers’ existence. For the E-Commerce, information value-added is very important, information flows has become the main stream of E-Commerce brokers. Value-added of information flows is reflected in the value of E-Commerce brokers.
According to the different sources of information flow, in this article, the operating model of E-Commerce broker can be divided into three parts: seller-oriented brokers, buyer-oriented brokers and the Neutral brokers. This is only a simple description and idea, but one thing is certain, E-Commerce brokers will have a strong diversity, which is forming a wide rang of E-Commerce.
Significance of the study on the E-Commerce brokers is to see the changes in the value of new points, seize new market opportunities, which is also the purpose of this article´s discussion. As an emerging E-Commerce market, the market entry barriers are still low, and it has bred a strong chance in the future, as a buyer-oriented broker in E-Commerce, Mikfast Oy will find its value of existence and own developing space.
This paper considers, on the one hand, from the perspective of the value matrix. The development of E-Commerce brokers is due to the two aspects: the traditional brokers´ importance in the value chain and information value-added, on the other hand, from the marketing demand point of view, the appearance of E-Commerce doesn´t bring a perfect competitive market, where there are still uncompleted competition, information imbalance, etc. These unfavorable factors increased the marketing frictions and transaction costs.
Especially, here, we need to emphasize information imbalance, because information in E-Commerce will become a major resource and valuable object, so the information imbalance will block the business development in the E-Commerce market, and this resistance is greater than in traditional market. These unfavorable factors promote the necessity of the presence of E-Commerce broker.
However, the operating model of E-Commerce broker and value added features are different from the traditional brokers, logistics is a major traffic business for traditional brokers, information flows occurs as accompaniment, value-added or cost reduction of logistics are the basic value of traditional brokers’ existence. For the E-Commerce, information value-added is very important, information flows has become the main stream of E-Commerce brokers. Value-added of information flows is reflected in the value of E-Commerce brokers.
According to the different sources of information flow, in this article, the operating model of E-Commerce broker can be divided into three parts: seller-oriented brokers, buyer-oriented brokers and the Neutral brokers. This is only a simple description and idea, but one thing is certain, E-Commerce brokers will have a strong diversity, which is forming a wide rang of E-Commerce.
Significance of the study on the E-Commerce brokers is to see the changes in the value of new points, seize new market opportunities, which is also the purpose of this article´s discussion. As an emerging E-Commerce market, the market entry barriers are still low, and it has bred a strong chance in the future, as a buyer-oriented broker in E-Commerce, Mikfast Oy will find its value of existence and own developing space.