Research on Competitiveness of China’s Social Commerce Enterprises Based on Macro- and Micro-Niche

Xu Chen, Yingliang Wu and Rujie Zhong
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Xu Chen: Department of Electronic Business, South China University of Technology, Guangzhou 510006, China
Yingliang Wu: Department of Electronic Business, South China University of Technology, Guangzhou 510006, China
Rujie Zhong: School of Informatics, University of Edinburgh, Edinburgh EH8 9LE, UK

Sustainability, 2021, vol. 13, issue 1, 1-20

Abstract: Imbalance of development and resources allocation can emerge during the rapid expansion of social commerce enterprises, which significantly reduces their competitiveness and sustainability. In this paper, we put forward the concept of social commerce ecosystem and propose a model composed of macro-niche and micro-niche to empirically analyze the performance of different social commerce enterprises in China. The results show that: (1) The social sharing e-commerce sub-industry is a monopoly market while the social retail e-commerce sub-industry tends to be a perfectly competitive market; (2) Compared with using only macro-niche or micro-niche, our model shows a more comprehensive insight of enterprise competitiveness, which provides a better niche evaluation for other industries.

Keywords: social commerce; enterprise competitiveness; niche breadth; niche fitness; niche overlap; entropy weight method (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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