Study On Traditional Internet Application Open Platform Of China Based On Platform Theory

With the continuous development of Internet technology and innovation, the Internet has experienced such a process, that it attached importance to the amount of information but ignored users’needs. The Internet has entered into the stage of Web2.0, in which Internet companies have begun to be user-centered, that is to say, they begin to make a big fuss around users increasingly diversified needs. The rise of this era, not only increases the user information on the Internet, but also speeds up the pace of changing the original "island" business strategy of the Internet companies."Islands" or "fragmentation" of the network is not only caused a large number of redundant information, but seriously affect the user demand for rapid response and accurate feedback. Under the context of users increasing needs in sharing information, downloading software, shopping online, Internet companies realize the limitations of their own forces, as well as the necessity of opening their own platform, user resources and management experience to third-party developers. The strategy of open platform achieves a win-win situation. Firstly, through cooperation with the third-party developers, platform operators can constantly improve and rich platform applications and services, meet users’needs of different level, increase user stickiness and loyalty, and get more market share and economic benefits. Secondly, the third-party developers use the open platform as a springboard, which helps to obtain large numbers of high-quality user resources. In order to reach this benefit, they only need to use excellent R&D technology and innovation capability instead of large investment. Finally, users reduce the cost of access to applications and services.At present, China’s Internet open platform has just started, so different platform creates different open modes according to its own characteristics and development planning. As a result, the third-party developers have different levels of interests in these platforms. In order to attract third-party developers to participate in their own platform, they take a variety of strategies. How the Internet companies grasp the "open" enormous opportunities for development, is placed in front of Internet companies primary strategic issues.This article focuses on the Internet industry, and studies its development strategy in the era of "open" platform. Firstly, it studies the necessity of the Internet companies opening their platform according to the point of the theory of long tail and business ecosystem; Secondly, a detailed analysis about the open platform, including the Connotation, classification, status and existing problems; finally, an analysis of the bilateral market characteristics of this industry. This article usesbilateral market theory to build open platform pricing strategies of different development stages and carries out a in-depth research.This article includes the following five parts.The first part is the introduction. It introduces the research background, significance, research purposes, and research methods.The second part describes the necessity for the Internet companies to open their own platform. This section focuses on the theory of the long tail and business ecosystem, and it elaborates that China’s Internet company must implement the development strategy of opening up.The third part is the Internet applications open platform overview. The first part gives the definition of the Internet applications open platform from different point of view, which looks forward to providing some theoretical guidance for Internet companies’true open. Then it classifies the open platform from the perspective of application mode and the focusing areas of the platform, which looks forward to providing some theoretical guidance for Internet applications open platform in clearing the opening types and advantages and further to point out the main problems of these open platforms in running.The forth part studies in-depth the pricing problem of the Internet applications open platform using the bilateral market theory. First it discusses the bilateral market characteristics of the application of open platform, and the two typical pricing models, and then on this basis it carries out a detailed study of the pricing strategy for the application of open platform users gathering stage and in-depth development stage.The fifth part is the conclusion. First, it summarizes of the full paper, and then points out the inadequacies of this article’s and future research directions.This study is built on the basis of previous studies, the innovation lies in this emerging industry will be summarized and the reference mobile Internet application platform pricing model to build Internet applications open platform in different stage of development of the pricing model. However, due to the limited capacity of individuals, for the study of some of the issues is not enough depth, such as the regulation of the industry of Internet applications open platform issues remain to be descendants of study.