Research on the Operation of e‐Commerce Enterprises Based on Blockchain Technology and Bilateral Platforms

E-commerce platform enterprises have typical bilateral market characteristics. The e-commerce platform provides real-time communication services for buyers and sellers. Different buyers and sellers form crossnetwork characteristics. The formulation and implementation of bilateral strategies affect both the merchants and consumers’ choice of platform and registration transactions. This impact will directly lead to the transaction value of the platform. Then, the article builds an econometric model and empirically analyses the impact of e-commerce platforms. The e-commerce chain is a complex structure that consists of logistics, information flow, and capital flow and connects suppliers, manufacturers, distributors, and users in the industry together. Blockchain technology can be used as a large-scale collaboration tool to adapt to supply chain management, the main factor that drives the market power of the enterprise. The research results show that the input costs of advertising, research and development, and employee training and the impact of long-term investment and taxation on market forces are quite different in different industries, both positive and negative, and subsidies, inventory, and state-owned holdings have a negative impact on the market power of companies in all industries. Finally, the competition strategy of e-commerce platform enterprises is summarized. On the basis of the conclusions of the theory and case study, the paper puts forward specific suggestions and countermeasures for the competition strategy of e-commerce platform enterprises in the bilateral network environment.