Platform Strategy、Asset Management And Enterprise Performance

The Internet has overturned the driving force of economic development. Many companies chased economies of scale and scope under the banner of "bigger and stronger". Platform strategy is subverting the game rules of the era of the internet. Having a successful platform becomes the main means of gaining competitive advantage. At present, 60 of the world’s largest 100 companies have the main revenue from the platform business model. Under the background of "Internet+", more and more traditional enterprises take the platform strategy.Resource Based Theory considers that the competitive advantage of the enterprise is based on the resources which owned by the enterprise. As a result, the enterprises comprehensively operate all kinds of assets using means and ways of optimal allocation of production factors and dynamic adjustment of asset structure, with the purpose of maximizing the value of assets. But in practice, companies often pay close attention to the operating conditions and results of the assets, such as cash, accounts receivable inventory, fixed assets, while ignoring the management of other assets. The platform is a framework for quick deployment of resources. Because of the existence of network effects, the platform can accumulate a large number of users. The asset is showing a generalization trend under the platform strategy, human capital, customer resources and external resources have become the new focus of enterprise assets management. What are the new changes in asset management under the platform strategy? What kind of impact will these new changes have on enterprise performance? This paper takes Haier as an example, using a combination of theoretical analysis and case study to discuss the new model of enterprise assets management under the platform strategy and the impact of this new model on enterprise performance.This paper concludes:①Under the platform strategy, the assets management is unbounded. Platform strategy breaks the boundaries of the enterprise, the human capital of the bottom of Pyramid is the main body of enterprise assets management; the scope of enterprise asset management is extended from internal to external; enterprises establish the customer-oriented to configure resources. ② Unbounded asset management improves the financial performance and innovation performance of the enterprise.This paper has an important reference value for the theory and practice of platform strategy and asset management under the internet background. The theoretical significance of this paper is building a theoretical frame of "platform strategy, asset management, enterprise performance", with the research perspective of the integration of finance and strategy, highlighting the platform strategy is not just the Internet company’s patent, traditional enterprises can also build a platform to integrate internal and external resources to achieve industrial restructuring and upgrading. The practical significance of this paper is to respond to the national "Internet+" action plan, guiding the traditional enterprise how to implement the platform strategy and innovative asset management model, making the assets management change from the closed to the frontier.