关键词: 互联网平台多属策略, 连锁加盟模式, 零售商家绩效

Abstract: In the Internet era, online third-party platforms have promoted social and economic operations and business model innovation. They have played an important role in expanding business operations and increasing consumer satisfaction. As a result, new opportunities of "Internet Plus Retail" are extremely convenient for retailers to operate business and consistent with the trend of encouraging people to start their own businesses and to make innovations. How the multi-homing strategy of the modern Internet platforms facilitate the realization of Internet platform value is enpirically studied, and the combination of Internet platform multi-homing strategy and traditional business model are furthur explored to help retailers achieving business performance.
Taking samples of 410 fruit business around universities in Beijing, Shanghai, and Guangzhou, the cross-sectional data in July 2017 are collected. First, the regression model verifies the hypothesis that multi-homing strategy influence the retailers' performance positively. In addition, conditional inference tree further confirm that the online platform is the primary factor affecting performance, and the multi-homing strategy facilitates retailers to use heterogeneous resources that they rely on when operating business. Second, previous studies have mainly focused on headquarters performance driven by franchising, and it is demonstrated in this paper franchising in internet era improve the retailer performance significantly. Finally, it is found that multi-homing strategy of internet platform and traditional franchise model are compatible. Franchising pattern as a special feature for retailers, can strength the positive effect of multi-homing strategy on retailer performance.
In short, "Internet Plus Retail" is a great opportunity for retailers to promote the future development. The realization of Internet platform value requires retailers to make reasonable decisions for internet platform, and one of the most important paths is to implement the multi-homing strategy of internet platform that can help them to make full use of the external resources they rely on. Additionally, the modern online internet platform in conjunction with the traditional franchise model, can play synergy between franchise brand and online word of mouth. Then, retailer by understanding and arranging the above two aspects can promote business performance constantly and achieve long-term business development.

Key words: multi-homing strategy of internet platform, franchise model, retailer performance