多平台入驻对品牌竞争行为的影响

Abstract

In the context of the internet-based digital economy, brands and enterprises have widely select brands and enterprises have widely adopted multi-platform operations to enhance their market competitiveness. This study examines the impact of multi-platform entry on brand competition, with particular emphasis on its effects across both price and non-price dimensions. It aims to provide theoretical foundations for developing rational and effective competitive strategies in dynamic market environments.
Our research reveals that entry into platform-based markets fundamentally reshapes brand competition, exerting profound influences on both price and non-price competitive strategies. Specifically, engaging in multi-platform operations increases brands' exposure to competitors and intensifies Multi-Market Contact (MMC), manifesting at the firm level as an implicit form of mutual restraint in competitive dynamics. This dynamic not only reflects a response to rapid strategic adjustments but also leads to market behavior convergence, ultimately fostering the development of non-price competitive strategies. Additionally, we examined how platform competition affects multi-platform strategies by employing a Difference-in-Differences (DID) approach to analyze the impact of the "either-or" policy on brand competitive behavior across e-commerce platforms. Our findings provide new theoretical insights into how regulatory interventions shape market structure and competitive dynamics. This research offers practical guidance for brands navigating multi-platform environments, helping them understand and adapt to the implications of such policies.

Date of Award	22 Jun 2025
Original language	Chinese (Simplified)
Awarding Institution	China Europe International Business School
Supervisor	Chang Hyun Kim (Supervisor) & Wei Guo (Supervisor)