摘要/Abstract

网络平台具有与传统企业截然不同的经营模式和竞争机制，信用数据库对网络平台的经营模式和运行策略具有重要影响。本文以网络购物渗透率较高的淘宝网为例，通过探讨平台企业所掌握的信用数据对平台企业收入、衍生产品开发、平台长期竞争优势的影响，拟阐明网络平台用户使用平台进行交互过程中累积的信用数据对网络平台发展的重要作用，同时分析淘宝网对信用数据利用的不足，并提出完善措施，希望有助于平台企业开发系统的信用管理机制和制定完善的信用数据库开发战略。

Network platform has different business model and competitive mechanism with traditional enterprise, credit data has important influence on business model and operation strategy. This paper will take taobao.com as an example based on the network shopping with high permeability, discuss about how the credit data which platform enterprise construct affect the income of enterprise, the development of derivative products, and competitive advantage of platform, and will clarify the important role of the credit data we cumulate. For analyzing the deficiency of credit data, proposing the improving measures, we hope all these contribute to the credit management of platform enterprise development system and credit database development strategy.