Research on the Growth Mechanism of E- commerce Platform Enterprises from the Perspective of Industry Chain Integration .................................................................................................................... LI Shi-jie and LI

（1.Hainan University，Haikou，Hainan570228，China；2.Nankai University，Tianjin300071，China） Abstract：Using exploratory case study method and taking three typical e- commerce platform enterprises as samples，the authors dynamically examine the motives and ways of implementing industrial chain integration for e- commerce platform enterprises. The results show that there are differences in industry chain integration behavior of e-commerce platform enterprises at different stages. The dividing basis of the initial stage，growth stage and maturity stage of an enterprise is the horizontal integration of the industrial chain，the vertical integration of the industrial chain and the implementation of the "horizontal + vertical" modular integration behavior. Correspondingly，the market channels in which enterprises are located will also undergo changes，which are manifested in the following aspects：flat channel structure，complicated channel relationship and diversified channel functions. E-commerce platform enterprises can achieve rapid growth by choosing differentiated stage growth strategies， including service optimization strategy，core competence strategy and ecological strategy. Transaction cost savings are the direct cause of market channel changes caused by industrial chain integration，and also the fundamental reason why e- commerce platform enterprises can use industrial chain integration to achieve rapid growth. Moreover，the specific content of cost savings also differs in different stages：the initial stage is mainly characterized by information cost savings，while growth period is conducive to reducing negotiation costs and logistics costs，maturity period can greatly reduce the transaction costs of the whole society，including financing costs. Therefore，we should not only make rational use of the industry chain integration to accelerate the growth of e-commerce platform enterprises，but also pay attention to the construction of market channel infrastructure. At the same time，we should pay close attention to the changes of market share of these enterprises，strengthen market supervision，and avoid unfavorable market legitimate competition behavior.

Key words：two-sided market；industrial chain integration；e-commerce platform enterprise；changes in market channel

doi：10.14089/j.cnki.cn11-3664/f.2019.09.009引用格式：金中坤，潘镇.生产率异质性、东道国因素与企业海外投资区位选择[J].中国流通经济，2019（9）：93-102.