摘要在电子商务生态经济中以网商生态经济为主导，由于竞争及不完整的价值链，使得网商合作越来越重要。随着网商种群日益丰富，网商合作形式也多样化：基于价值链，网商之间形成互补性合作；在横向方面，网商之间出现知识分享、社区、网盟、网络化组织合作等层面的大规模合作；网商产业集群，集结纵向横向合作的小生态，形成自己的完整生态价值链。网商合作的机制：利益机制关键在合作带来的是更多价值的创造、成本的降低，形成一定的规模经济；网商生态系统自身的协调机制，不断使网商与其他种群相互协调、配合；网商生态系统中竞争与合作的博弈，竞争的结果是合作的群体更具优势；网商生态系统为实现最终价值，通过信息、资金、物流的传递，使得整个系统高度合作。76648

Abstract In the e-commerce ecological economy dominated by network businessman ecological economy, due to the value chain and incomplete competition, network businessman cooperation is more and more important。 Along with the network businessman population increasingly rich, give him collaboration also persified: based on the value chain, formed complementary cooperation between version; In horizontal aspect, knowledge sharing between electronic retailing, community, network businessman union, network organization collaboration, etc; Network businessman industry cluster, gathering the small ecological longitudinal horizontal collaboration, form their own complete ecological value chain。 Network businessman collaboration mechanism, benefit mechanism is key in collaboration with the creation of more value, cost reduction, formed a certain scale economy; Give him the ecological system itself coordination mechanism, and constantly make electronic retailing and other population coordinate and cooperate with each other; Give him the ecological system in the game of competition and cooperation, as a result of the collaborative group is much more competitive; Give him the ecological system to achieve ultimate value, through the transmission of information, capital, logistics, make the whole system is highly collaborative。

毕业论文关键词：网商; 合作; 网商生态; 种群; 机制

Keywords:Network Businessman; Cooperation; Network Businessman Ecosystem; Species group; Mechanism

目    录

1导言 3

1。1 研究背景 3

1。2 研究意义 4

1。3 研究内容 4

1。4 研究方法 4

2 研究文献 5

2。1 企业合作行为研究 5

2。2 网商生态系统研究 6

2。3 网商合作行为研究 7

3 网商生态系统 7

3。1 网商生态系统的构建 7

3。2 网商生态系统的关系模型 9

4 网商合作行为 10

4。1 网商合作行为的界定 10

4。2 网商合作的形式 10

4。2。1 互补性强强联合 10

4。2。2 网商联盟 ——“广东网商联盟” 11

4。2。3 网商产业集群 11

5 网商合作行为内在机制——基于生态系统的视角 13

5。1 利益机制