Research On Identification Of Customer Value Of Platform Enterprise Based On Two-Sided Markets Model

To keep up with the changes in market conditions and the increasingly complex customer needs,enterprises today have to pay attention to the growing customer needs,enhance the customer value,and improve their competence in market competition.In the case of the platform enterprises based on Two-sided Markets Model,the customers have particular traits,for both the merchants on one side and the clients on the other are counted as the customers for such enterprises.It is,therefore,necessary for platform enterprises to identify customer values with new perspectives.In order to better meet customer needs and to achieve customer value through making value appeals,platform enterprises must enhance their communication with the customers and establish among the customers a ground for better understanding and mutual trust.The Platform enterprises based on Two-sided Markets Model can set a precedent for the traditional enterprises in transforming and upgrading.Researches on the identification of the customer value of the platform enterprises based on Two-sided Markets Model are significant in several ways.They help platform companies make clear what is the customer value,help identify the weaknesses in the transformation process of traditional enterprises,and guide enterprises to maintain competitiveness in the evolving market environment.This thesis explores the issues concerning the identification of the customer value of the platform enterprises based on Two-sided Markets Model thorough literature research,qualitative research and empirical analysis by the means of the Two-sided Markets Model theory,the platform theory and the customer value theory.This thesis analyzes the merchant value and the client value of the platform enterprises based on Two-sided Markets Model,establishes an identification model of customer value,and proposes strategies for enhancing the customer value,providing a reference for researches on the customer value of platform enterprises.This thesis first introduces the background and the significance of researching the identification of customer value of the platform enterprises based on Two-sided Markets Model,and reviews the Two-sided Markets Model theory,the platform theory and the customer value theory,which provide a theoretical basis for the thesis.It then analyzes the merchant value and client value of the platform enterprises based on Two-sided Markets Model and tries to explain the network effect between the merchants and the clients.Furthermore,the thesis proposes several principles of selecting indicators to identify values in the Two-sided Markets Model,and constructs an index system for the identification of the merchant value and the client value.Then,through factor analysis,the thesis makes an empirical analysis of the merchant and client value identification index with the data gathered from questionnaires,points out the key elements of the customer value of the platform enterprises based on Two-sided Markets Model,and establishes a model of identification of customer value of the platform enterprises based on Two-sided Markets Model.Finally,the thesis proposes strategies in three respects to enhance the platform enterprise customer value: the platform attributes,using process and the final results.