Reaserch On The Evolutional Mechanism Of The Network Platform

With the further application of the network, people no longer regard network only as a tool to query and share information. Through the in-depth development of cyber source, the network can like the entities that not only accept instructions such as consulting and sharing information, but also provide a one-stop solution. In order to take the advantages of the platform management, and to integrate network source more effectively, a large number of enterprises adopt the management type of platform based on internet. As a new economic organization form, network platform not only integrate the network industry with the two-sided market, but also gather the financial, logistics, online payment and other industries on it, these present new challenges to management and study of the network platform. Network platform has attracted many scholars of the platform to study, and the research fruit is plentiful. But the most of the literature on the platform evolutional mechanisms study carried the research on the one aspect of the platform profit model, platform architecture or platform ecosystem, few studies to research the evolutionary process and mechanism deeply from the all three dimensions.In this paper, we try to study the evolutionary mechanisms from the profit model, architecture and ecological system of platform based on the life cycle theory. Firstly, the dissertation analyzed and summarized the different characteristics of the platform profit model, platform architecture and platform ecosystem in the different development stages of network platform; secondly, analyzed the behind reasons of these different characteristics to reveal the evolutionary rules and essence of the three dimensions; then, summarized the evolutionary mechanisms of the platform profit model, platform architecture and platform ecosystem by stages based on the analysis of the evolutionary rules and essence of the three dimensions; finally, analyzed the profit model, system architecture and ecological system of Taobao Platform from the development stages to verify the rationality of the platform evolutionary mechanisms. Through the research on evolutionary process and mechanisms of the platform profit model, system architecture and platform ecosystem, this study can gain three main conclusions as follows:(a) the essential of the network platform evolution is a co-evolution process among the platform profit model, system architecture and platform ecosystem, the network platform profit model driven the platform architecture to evolution continuously, and platform architecture is a strong restriction for the profit model to achieve, the co-evolution between the platform profit model and the platform architecture make the platform ecosystem to grow and form finally, and the development of the platform ecosystem promote the platform profit model and platform architecture evolution conversely;(b) in the all development process of the network platform, the benefit mechanism and the competition mechanism are the main driving force to promote the platform evolution forward, this is because that in the all development stages of the network platform, enterprises never give up the pursuit of the profit, moreover, internal and external competitive environment of platform always influence the evolution of the platform profit mode, platform architecture and platform ecological system, and the other dynamic mechanisms join with the benefit and competition mechanisms play different degree effect in the different stage of development;(c) the platform managers are facing different strategic targets and challenges in the different development stage of the network platform, they need according to these targets and challenges to position in the systems accurately and make the right strategic decision to promote the network platform to develop sustainably and healthily.