Study On Platform Business Model And Its Network Effect In Elderly-care Real Estate

As the aging process accelerating,the economic level increasing and the ideological concepts changing,elderly-care real estate has become a topic of common concern in academia,business and social.Due to the imperfect service system,the immature business model and the limitations of research,there are still a lot of problems that should be further explored in the study of elderly-care real estate.The existing researches in academia mostly focus on planning,design,financing mode,operations management.The existing research did not pay enough attention to the business model of elderly-care real estate,and most of the remaining business model studies mainly stayed on the surface.Enterprises and the community have many problems in the practice of elderly-care real estate.This paper takes the innovation of business mode as breakthrough point,because it is dicfficult to crack the bottleneck of the docking of supply and demand in the traditional business model.Based on innovation of elderly-care real estate in order to meet the needs of China's elderly-care,using the theoty of value-chain reconstruction and platform strategy,this paper presents the elderly-care real estate platform business model.This paper explores network effects in platform business mode to realize the sustained long-term operation of elderly-care real estate.Firstly,taking the analysis of the existing business model as the starting point,this paper comprehensively reviews the existing development and operating models of elderly-care real estate.Combining with project practice,this paper analyzes the driving forces behind the business model innovation from the perspective of external environment promotion and internal transformation driven.Guided by the value chain theory,this paper deeply explores the value chain of elderly-care real estate and conducts an all-round deconstruction,which provides a theoretical basis and practical support for the construction of the platform business model based on the perspective of value chain reconstruction.Secondly,with the reconstruction of the value chain as an entry point,this paper analyzes the pain points of the value chain.Based on the value chain reconstruction path,this paper constructs an ecological value model for elderly-care real estate with the concept of Internet thinking.Combining with the platform strategy,this paper abstracts the key elements of the platform business model,combs value proposition,and clarifies the value logic.This paper builds an ecosystem of the platform business model for elderly-care real estate from multiple dimensions including platform boundaries,platform architecture,platform operations,and platform governance.This paper focuses on the formation of platform ecosystem and lays the foundation for the research on the network effect.Thirdly,with complex network combing as an entry point,this paper analyzes the network nodes and network relationships of the platform in elderly-care real estate.On this basis,this paper analyzes the formation of network effects from the two dimensions of network effect sources and nature.With two-stage literature research,expert surveys,and expert interviews,this paper identifies the factors that influence the network effect.Furthermore,this paper discusses the path of network effect and provides a theoretical basis for the construction of network effect excitation path.Fourthly,integrated fuzzy set theory,CFCS method and DEMATEL method to build Fuzzy-DEMATEL model,this paper has obtained a method for determining key elements of network effect excitation.Taking the life cycle of the platform as the main line,this paper uses MATLAB to calculate the cause degree and centrality degree of the network effect factors.Introduce the comprehensive influence index to determine the order of importance of the triggering factors,this paper analyzes the static results and clarifies the evolutionary characteristics of the impact factors in the life cycle of elderly-care real estate platform with the graphical display function of MATLAB software.Locking out the dynamic evolution of the comprehensive impact index and influencing factors,this paper constructs the excitation path of network effect in the life cycle of elderly-care real estate platform,which provides guidance for the optimization of operational strategies.At last,this paper selects Vanke Suiyuan as an operational strategy optimization empirical study case,which has a high degree of match with the elderly-care real estate platform.This paper expands the market positioning from the high-end market,mid-market,and low-end markets.This paper optimizes the operation concept from the four dimensions of brand operations,chain operations,multiple operations,and collaborative operations.On this basis,using the theoretical results of the platform ecosystem,this paper constructs the platform ecosystem of Vanke Suiyuan.Based on the excitation path of network effec,this paper formulates the operation strategies of the start-up period,the growth period,and the mature period to guide the development of elderly-care real estate,and provides theoretical basis and decision-making reference for the strategic braking of pension enterprises.