Study On The Key Success Factors Of Platform Enterprisesin Two-Sided Markets

The development of the Internet and mobile Internet technology, has created many new business forms, and overturns the operation mode of the traditional value chain. Today’s enterprises are hoping to find a part in modern economic chain, that can bring higher profits and at the same time the lower risk. The enterprises in two-sided markets,which own innovative business model and a strong ability of resource integration,have taken the advantage of Internet technology to be the impetus to drive the enterprise transformation and industrial upgrading, and to improve the comprehensive economic competitiveness.What is platform model, how to build and how to use etc.,those questions have attracted the scholars and entrepreneurs’ attention to study and explore.Based on such background,this study chose platform enterprises as the research object,and aimed at puting forwards a framework to grasp core operational logic.Through research, some conclusions are drawn as follows.First of all, on the basis of literature research of the key success factors for thetraditional enterprises, this research sorted out a set of Key success factors, and combined with the literature research about the connotation and characteristics of the two-sided market. By observing and studying 17 success or Failure case of platform enterprises, the research put forward the core hypothesis of this article:" 1+3" framework of KSFs in two-sided market.The research shows that platform construction factor is the basic factor, innovation ability is the material basis and core factor, the leadership and teamsork is a point to the needle. All those three factors play around the user value creation, its fundamental purpose is to improve the user experience, so as to enhance the user viscosity.Second, technology, risk investment and platform ecosystem factors make up the platform construction factor. Success platform enterprise usually based on one or several core technology, and this is the root cause of the "winner-take-all".The unique operational logic of platform enterprises determines the "free customer value creation" to "innovative profit pattern" development path, so early platform operation generally need to rely on venture capital, venture capital is the important sources of funds for the enterprise business, this paper analyzes the operation of venture capital logic.This research analyzed the platform ecosystem value and demands of stakeholders in the platform and studied the roles of platform.Third, the innovation ability includes product innovation, model innovation, marketing innovation, management innovation.The rapid development of information technology bring about the diversification of social demand, so there is no a product can endure for a long time.This paper analyzed three ways and four characteristics of product innovation.This research profiled theinnovative pricing model and profit model of platform in two-sided markets,pointed out that the improvement of marketing innovation ability is the most economical path for the enterprises to create user value,and analyzed organization structure innovation and management system innovation.At last,the leadership and teamwork factors included leadership vision, Internet thinking, teamwork, and enterprise culture. Studies had found that team and corporate culture factors affected the realization of the goal of enterprise, so the article described the culture construction process of enterprises in detail.This research innovation points are:(1) based on the two-sided market theoretical research to study the internet enterprises,which makes up for the gap in the field of. research;(2) the construction of the theoretical framework rooted out from literature research and case comparison research,make it more rational and innovative;(3) build the two-sided market platform firms key success factors of "1+3" framework, at the same time pointed out that users value factors is the core factor,and the other three elements serviced for user value;(4) used the exploratory case study method, avoiding the one-sidedness of the single case study, the research conclusion is more reasonable, more general practice and theory significance.