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Research on Risk Governance Mechanisms of "Coupon Clipping" Behavior by Platform Enterprises: A Case Study of Meituan

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DOI: 10.23977/ferm.2023.060404 | Downloads: 4 | Views: 285

Author(s)

Xiaoting Yu 1, Mengzhen Zhu 1, Xiaoqian Jiang 1, Xiaoyong Wei 1, Weidong Wang 1

Affiliation(s)

1 College of Modern Science and Technology, China Jiliang University, Yiwu, Zhejiang, 322000, China

Corresponding Author

Xiaoting Yu

ABSTRACT

As the platform economy has boomed, powerful super-network platforms supported by capital and technology have risen to create vast social wealth. However, their potential impact on social authority has become a hotly debated topic. Meituan, a leading service-oriented e-commerce platform in China, operates in over 200 fields, including catering, retail, transportation, and leisure entertainment, and covers approximately 2,800 counties and cities nationwide. Despite this success, in recent years, Meituan's sky-high delivery fees and exorbitant taxi subsidies have caused some "coupon clipper" to feel like they' ve been taken for a ride. In the current era of booming platform economy, how to regulate the "coupon clipping" behavior and how social organizations and the public can collaborate to promote the standardized development of the platform economy has become a major challenge. This case study investigates user behavior on Meituan, using methods such as literature analysis and questionnaires to explore the motives and existing risks of "coupon clipping". It also delves into the risks associated with the platform economy's current operational processes, and suggests feasible risk governance strategies to promote healthy platform economy operations.

KEYWORDS

Platform economy, meituan, coupon clipping, risk management mechanism

CITE THIS PAPER

Xiaoting Yu, Mengzhen Zhu, Xiaoqian Jiang, Xiaoyong Wei, Weidong Wang, Research on Risk Governance Mechanisms of "Coupon Clipping" Behavior by Platform Enterprises: A Case Study of Meituan. Financial Engineering and Risk Management (2023) Vol. 6: 27-31. DOI: http://dx.doi.org/10.23977/ferm.2023.060404.

REFERENCES

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[2] Chen Yu, Wang Xinyi, Yin Xin. Can "Coupon Clipping" Really Get the Wool? Investigating the Phenomenon of Online Shopping Reviews for Cashback. Statistics and Consulting, 2022, No. 220 (03).
[3] Yao Linqing. The important motivation behind "coupon clipping" and risk supervision. People's Forum, 2022, No. 730 (03).
[4] Wang Xianle. Where is the legal boundary of "coupon clipping" Liberation Daily, September 7, 2021 (007).
[5] Wang Xuetong. Seemingly "Coupon Clipping", Actually Being Harvested. Honesty Outlook, 2020 (21).
[6] Liu Fanglong, Cai Wenping, Zou Likai. How do Platform-based Enterprises Emerge in the Digital Economy Era? A Case Study based on Resource Property Rights Attributes. Foreign Economics & Management: 1-18 [February 15, 2023]. 

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