Modeling And Simulation For Value Network Of Platform Business Ecosystem Based On E3-value

Platform connect the supply side and the demand side,and benefits from their transaction,through the provision of information technology and other support services.The birth of the traditional business platforms subvert the original business Model,occupied the market quickly.Today,the competition between enterprises gradually evolved into the competition of commercial ecosystem,and the value network determines its commercial core logic.The graphical elements of e3-value model reflect the value transferation details between participates,by setting the tangible and intangible value quantitative parameters,which leading to the value gains and losses of participants.The establishment of the e3-value model of the platform business ecosystem value network can help to analyze the source of the value flow,to help the platform enterprise to manage the value network and stand out from the competition.Fristly,we put forward value proposition,value creation and value capture,the logic of the value network,which answers the question of what value the platform promises to create for the customer,how to create these value and what reward the participant is obtained.These determining the modeling elements of the e3-value model,which is value objects,value activities and value exchange.Secondly,it analyzes the value creation and value capture mode of platform business ecosystem to guide the parameter setting and scene setting of e3-value model simulation.The simulation parameters of the e3-value model are obtained from the profit model of the platform,by setting the parameters such as market size,investment,income,cost,the quantitativly intangible value and customer perceived value,the sheet of value income statement generated.Based on the characteristics of the platform business ecosystem value network,which is demand complementarity,network externality and non-neutrality price structure,we puts forward some suggestions on how to optimize the profit model and the network effect,by adjusting the parameters and model structure of the e3-value model.Finally,we take the Meituan takeaway platform for example,which solving the logistics problem of the last mile distribution with platform,to verify the modeling and simulation process of the e3-value network.We take the Zhengzhou University(new campus)as an example,to analyze the situations of whether the business participates in the payment promotion activities,and with the following conclusions,we give the proposal for the management of the value network:(1)Focus on value-added services to enhance platform value capture;(2)Stimulate the network effect to increase value capture by promotion activities;(3)Accurate positioning of customer groups and categories,to enhance the ability of value capture;(4)Expand the source of income to speed value creation.