Author(s)

Sun Hanya ¹, Zhang Yixin ¹, Zeng Luyao ¹, Xu Lei ¹, Chai Qi ¹, Wang Weidong ¹

Affiliation(s)

¹ School of Humanities and Foreign Languages, China Jiliang University, Hangzhou, Zhejiang, 310018, China

Corresponding Author

Sun Hanya

ABSTRACT

In recent years, as internet becomes an important thruster for global industrial transformation and upgrading, reformation of corporate business models and cyber marketing as well as popularity of new thriftism, the platform economy witnesses a rapid development. Econnoisseur (also called as deal hunter) has been the "moth (speculator)" of the platform economy. Meituan, as a platform-based internet company, mainly fulfills its business operation in an O2O e-commerce mode, gaining profits from the stakeholders at both ends of the platform. However, in recent years, the policies of largely different delivery driver fees and high taxi subsidies stipulated by Meituan unexpectedly make the users who are supposed to get benefits fall victim of "coupon clipping". At present, the thriving development of the platform economy has brought main challenging issues, including how to supervise "coupon clipping" behavior, and how government, social organizations and the public play their due roles, coordinate with each other and jointly promote the normative development of the platform economy. Based on literature analysis, this research takes Li Moujia's "coupon clipping" case as an example to explore the causes and existing risks of "coupon clipping" in the platform economy. Furthermore, the risks hiding in the business operation process of the platform economy are revealed. Lastly, reasonable risk governance suggestions are provided to aid the beneficial operation of the platform economy.

KEYWORDS

Meituan, the platform economy, coupon clipping, risk governance

CITE THIS PAPER

Sun Hanya, Zhang Yixin, Zeng Luyao, Xu Lei, Chai Qi, Wang Weidong, The cause and risk governance of coupon clipping in the platform economy: Taking Li Moujia's "coupon clipping" case as an example. Journal of Sociology and Ethnology (2023) Vol. 5: 18-23. DOI: http://dx.doi.org/10.23977/jsoce.2023.050104.

REFERENCES

[1] Liu Ying, Luo Mingxiong. Thoughts on the internet financing modes and risk governance [F]. China Market, 2013,11.
[2] Chen Tingqiang, Shen Jiaxian, Yang Qinghao, Hu Yi. The Bilateral Market Governance Path of Platform Economy Anti-monopoly—a Case Study of Alibaba Monopoly Event [F]. Management Review, 2022, 03.
[3] Pan Gaofeng. An IT technician was thrown into jail due to illegally achieving the Fraud Compensation Fund of 200000 Yuan by guiding the villagers to conduct malicious “coupon clipping” utilizing Meituan’s loopholes [N]. Xinmin Evening News. 2019, 11.
[4] Yao Linqing. Important motives and risk governance behind "coupon clipping" [F]. People's Tribune. 2022, 02.
[5] Xue Hongyan,Chen Ruoping. Strengthening defense marketing strategy to comprehensively contain the econnoisseur [F]. Internet Economy. 2017, 12. 
[6] Wang Jinghuai, Liang Zi. Occupational “coupon clipping” influences the healthy development of the platform economy [N]. Economic Information Daily. 2021, 08 (the 5th edition).

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