A Reaserch Of The Impact Between Platform Market Competition And Content Products Innovation Performance

Innovation is the driving force of enterprises,with which the enterprise will enhance its ability of revenue and increase its value.In the time of Internet,the high speed of technology development and iteration of product,made it very important that the content product firms maintain the ability of innovating.In recent years,there is an acute change in the internet that the mobile internet market is expanding,while the PC internet market slows down.This two kind of ways give consumers more choice to choose,adapting to their needs and habits.The difference between two kinds of platforms lead to the market splitting away,making an impact to the environment of competing.Enterprises must keep the change in mind and adopt tradeoffs in these two platforms of market.We suppose that the splitting of internet will lead to influence between different parts of platform markets,thus affect the innovation performance of content product firms.To test the supposition,we research the main firms in internet games industry and made an empirical test.At last we draw a conclusion that enterprise need to change the strategy of resource allocation when they face the splitting of markets,to increase the innovation performance and to maximize the enterprise value.There is 6 main parts of this article: Part is the background and meaning of the research.Part 2 is the review of innovation theory,market competition,PC internet and Mobile internet.Part 3 is the review of IT games industry,the analysis of the mechanism and the design of the research.Part 4 is the result of empirical analysis.In Part 5 we discuss the influence of market splitting based on game theory.Part 6 is the conclusion and the expectation of further research.