互联网线上平台渠道是企业全渠道战略的重要组成部分。由于传统营销渠道理论不能完全解决企业网络渠道拓展遇到的问题，极大阻碍了线上平台渠道战略的实施，企业迫切需要平台渠道拓展的理论指导。本项目从入驻线上平台企业的视角，拟采用大数据实证分析方法，融合电子商务、营销学及计量经济学等学科知识，围绕线上平台渠道拓展的收益机理、多平台用户价值及迁徙行为展开探索性研究。本项目是多学科交叉的前沿课题，旨在继承传统渠道管理框架基础上，从大数据实证分析出发，探索性构建线上平台渠道拓展的理论框架。理论上，对于丰富和发展电商渠道管理理论具有学术价值，有望促进电子商务、营销学、计量经济学等学科的交叉融合。实践上，可为企业平台渠道拓展的全局优化、多平台用户管理提供理论指导与决策依据，避免平台渠道拓展的盲目性与反复性。以期实现平台渠道拓展理论的原始性创新与实践上的突破，为推动我国企业线上平台渠道乃至全渠道发展做出贡献。

Online platform has played a critical role in the omnichannel strategy of an enterprise. However, traditional marketing channel theory cannot resolve the problem of enterprise online platform expansion, which greatly impeded the strategic implementation of omnichannel..Based on online platform enterprises' perspective, this research adopts empirical big data analysis and integrates disciplines of information management, marketing and econometrics. It focuses on the multi-channel customer value, migration behavior and the mechanism of enterprise revenue which influenced by online platform/channel expansion. As a frontier interdisciplinary research, the project aims to build a theoretical framework on online platform channel management by inheriting previous marketing channel management framework from a big data angle..Theoretically, this research is helpful for the diversity and development of E-commerce channel management theory. Meanwhile, it is expected to promote the integration of such disciplines as E-commerce, marketing and econometrics. Practically, it might also provide theoretical guidance for enterprises to optimize their channel expansion and decision-making, which avoid channel expanding too blindly and repeatedly. .It is expected to achieve original innovation and make practical breakthroughs in platform channel expansion theory. Hopefully, it could contribute to the management and development of online platform and omnichannel for domestic enterprises.