Research on Strategies to Enhance Competitiveness of for Domestic Companies in Response to the Expansion of International E-commerce Platforms

This study employs an AHP (Analytic Hierarchy Process) analysis to identify key factors that enhance the competitiveness of domestic e-commerce platforms in response to the market expansion of global e-commerce companies. It evaluates the priority of these factors based on the perspectives of different stakeholders, including platform operators, sellers, and consumers. A review of prior research on strategies for enhancing e-commerce platform competitiveness and government policies reveals that many key factors are repeatedly utilized. Based on these insights, interviews were conducted with experts—platform operators or sellers with over 10 years of experience—to identify variables deemed important by these professionals. The variables considered appropriate for inclusion in the survey questionnaire were selected from those highlighted by the experts. These variables were categorized into major factors and sub-factors, with the major factors being classified under political (P), economic (E), social (S), and technological (T) dimensions for further study. To derive the critical factors for improving the competitiveness of domestic platform companies, the survey targeted individuals employed in industries related to the e-commerce platform sector. The respondents included platform employees, sellers using e-commerce platforms, and consumers. The results of this study indicate the following: Platform Operators’ Perspective: Focus on ecosystem design and management to maximize profitability and attract both consumers and sellers. Sellers’ Perspective: Emphasis on increasing sales, reducing costs, and maximizing profit. In the e-commerce ecosystem, platform operators view sellers and consumers as customers, while sellers view consumers as customers. Ultimately, the market entry of global e-commerce platforms poses challenges for domestic platform operators, sellers, and consumers. Stakeholders must cooperate to foster a fair and mutually beneficial ecosystem that can address these challenges and ensure sustainable growth. Only through collaboration among stakeholders, focusing on high-priority factors for each group, can domestic platforms counteract the ultra-low-priced goods strategies of global platforms and enhance their competitiveness.