中文摘要：

电子商务网站作为服务企业与用户的交易平台构成在线合作平台网络,电子商务发展过程中出现的一系列问题可以用在线合作平台网络理论进行治理。在线合作平台网络的发展可以分为数量扩张期、质量提升期、品牌塑造期三个阶段,通过NETLOGO数值模拟仿真发现,数量扩张期虽然交易额增长较快但供应商企业的增长较为缓慢,质量提升期与品牌塑造期供应商企业的规模增长较快;用户收入增长速度较低时,提前布局的企业亏损较大,维持现状是供应商企业的上策;外部环境影响用户交易意愿降低时,具有品牌优势的企业将获得较快增长。研究结论进一步深化了对电子商务网站的理解,同时为平台网络相关的企业、支持机构的发展及政府决策提供战略支持。

英文摘要：

E-commerce website as a service business and user trading platform constitutes an platform network of online cooperative,e-commerce development process of a series of problems can be used platform network of online cooperative theory for governance. The development of platform network of online cooperative can be divided into three stages： quantity expansion period,quality promotion period,brand and research and development phase.Through NETLOGO numerical simulation,it is found that the value growth period is rapid but the growth of supplier enterprises is slow,the quality of the promotion period and the brand and the development of the rapid growth of the size of the supplier business; when the user＇s revenue growth rate is low,the next stage of the layout of the early stage of business losses,to maintain the status quo is the supplier＇s best strategy; the external environment affect the user＇s willingness to trade lower,with the brand advantage of the enterprise will be rapid growth. In this paper,we have deepened the understanding of e-commerce web site through the research of on-line cooperative platform network,and provided the strategic choice basis for the development of enterprises,platform enterprises and related supporting institutions related to platform network of online cooperative and government decision-making.