글로벌 플랫폼 기업에 대한 SSG닷컴의 국내 전자상거래 시장 생존 전략에 관한 연구: 플랫폼 기업의 수명 주기를 중심으로

초록

This study investigated how domestic e-commerce platform sub-type the platform market of e-commerce from the case of a domestic company one of followers. To inspect the way of domestic thriving e-commerce platform as a follower, it is crucial to investigate strategic options further at each stage of platform life cycle. The goal of this study is to recognize a separate strategy of domestic platform by examining in detail at what issues SSG.COM has encountered stage by stage problems and the back story that is considered struggling in current domestic market. E-commerce platform is supposed to implement the piggyback strategy by inviting the number of platform participants not only to deal with the chicken-or-egg problem carefully but trigger network effects at the start-up stage. Furthermore, determining issue for success of e-commerce platform after the first stage is the way to manage network effects well and boost them over the stage of growth. From the mature stage in current phase, SSG.COM has to keep focusing on network effects and execute paradox management taking good care of both cost and differentiation advantage. This study offers a theoretical framework future research to explore the mixed problems from the start-up to maturity stage of domestic e-commerce platform. This study also provides practical implications by calling attention to the strategic importance for stakeholders regarding e-commerce platform business.

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