| The arrival of the era of big data has injected new vitality into the Internet platform enterprises.The exposition and application of computer technology such as Internet of things,cloud computing and mobile data platform provide opportunities and possibilities for the innovation of business mode of Internet platform enterprises.With the wide application of big data technology,the relationship between enterprises and customers becomes more closely,it also provides the marginal cost is almost zero the user connection tool,so that enterprises can be more accurate understanding of customers and products;in the face of increasingly personalized and diversified customer requirements,to improve the competitiveness of enterprises to construct a variety of enterprise Internet platform the type of "two-sided market",but what kind of business model is the real needs of the enterprise and can adapt to the long-term development of the enterprise,has become a hot issue of concern at home and abroad.This dissertationOn the basis of the study of the theory of bilateral market and the theory of business model,the research on this problem is carried out.The main work is as follows:First of all,based on the value chain of knowledge acquisition and recognition,knowledge accumulation and integration "and" knowledge transfer and sharing "and"knowledge innovation and application of "4 aspects,constructs the model of knowledge value chain enterprise Internet platform under the background of big data;the model is in the original 4 dimension model and the new dimension of knowledge value chain to study the business model innovation platform of enterprise,service innovation through the process of knowledge flow,and describes the impact of each dimension of business model innovation platform.It provides a guarantee for the development of knowledge integration,sharing,transfer and other activities.Meanwhile,it emphasizes that knowledge transfer and integration always exist in enterprises,so as to achieve the flow between knowledge chain and value chain and promote healthy business models.Secondly,the Internet platform as the external network of some type of trading market,based on the view of price structure and price structure of network externalities in the market power regulation by less than the price lever to adjust the point of view,the establishment of the Internet platform enterprise business model using externality and membership externality model and the pricing model of bilateral market tilt.And pointed out that due to the market will take at least one associated with multiple platform behavior,which is a behavior strategy will cause the competition between platforms,resulting in disorderly price competition;then how to network platform large enough,the long tail of the platform can show the scale andpersonalized effect advantage in the bilateral market,eventually the price structure tends to be rational.In the end,we take advantage step as a case to verify the inclined pricing method and subsidy strategy of the Internet platform enterprises.Finally,the structure characteristics of the cooperative network platform and the influence mechanism of the connection attributes on the enterprise value creation of the Internet platform are studied.The characteristics of the cooperative network platform are distinguished from the traditional value network or the alliance network.And introduce the new perspective of "dot edge network" in graph theory and conclude five attributes.With the help of the new theoretical foundation of value co creation and sharing economy,we explore the intrinsic motivation of collaborative network platform's attribute and impact on value creation and put forward three propositions.Combined with the case of Airbnb in the US,the related propositions are demonstrated.It is pointed out that strengthening resource abundance,relationship intensity and network density can effectively promote resource sharing and knowledge innovation among members of collaborative platform,and ultimately achieve value creation. |
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