| Along with invention and application of internet of things, cloud computing and mobile internet technology, the network economy developed rapidly, and it also made many internet companies get rapid development, some have developed the integrated service platform. Meanwhile, under the background of network economy, thousands of small and medium-sized Internet companies appeared, resulting in fierce competition, and impacted on the whole industry. Especially the development of Chinese Internet enterprise, they always copy European and American enterprise mode, but many of them failed in replication. Based on this situation, this paper attempts to explore the existing platform’s business model innovation strategies. Hoping to provide reference for Chinese thousands of small and medium-sized Internet companies, helping them construct and innovate their business model.This paper mainly based on the theory of two-sided market and business model theory, the author defined the concept of the platform enterprise and platform enterprise business model, and defined the Internet companies as the subject of this paper. According to the enterprise’s main service function, the outhor summed up5categories of platform enterprise. Through literature research methods, analyzed the definition and characteristics of two-sided market, review business model elements and business model innovation’s connotation, path and evaluation methods. Then it established the theoretical basis for the following research.Then the article based on "modular" thought, used the literature research methods and through more than a dozen journal database to search the keywords and statistic the published literature number, analyzed the relationship between the keywords and those paper’s research theme, combined with the results of the two defined the platform enterprises’four surface module. Choosed five most representative platforms and do case studies, and summed up the10elements of the business model, used AHP methods to design expert evaluation questionnaire, used Expert choice software to calculate the elements’weight, and identified eight elements in final. Through analysis the relationship between the four surface modules and eight elements module, constructed the "4-8" structure model of platform enterprise’s business model, laid the foundation for this study.This paper designed the innovative logic process of the platform enterprises’business model:"Analyzed influencing factors--Innovation path selection--Innovation strategy implement-- Innovation evaluation". Firstly, Analyzed the influencing factors, such as the innovation motivation, Business ecosystem, Influencing factors. Then according to the "4-8" structure model, established the innovation path and eight innovation strategies, and used the cases study to test and verify the strategies. This resesrch constructed the "4-8" structure model of platform enterprise business model innovation path, used Fuzzy comprehensive evaluation method and Expert opinion method to construct the evaluation system and evaluation process. At last, this paper choosed the Amazon as the case to study, according to the design process to analysis and design expert evaluation questionnaire, questionnaires and data collection, through matrix calculation to get the result, and achieved satisfactory results.The main conclusion of the paper is that constructed four surface module of the platform enterprise business model, and identified eight elements’ module. The four surface module are: Value proposition, Value creation, Value delivery and value realization; the eight element module are:Market positioning, Customer value, Key business, Resources and capabilities, Value network, Marketing model, Profit model, Financial management. Constructed the "4-8" structure model and design the innovation’s process; this is the biggest innovation of this paper. Through the case study can prove that the innovation strategy and innovation evaluation system can provide other internet enterprises some references and ideas. |
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