Study On Operational Strategies In The Early Stage Of Construction Of Sharing Economy Platform

As an innovative business model,the sharing economy is a hot topic in academic research in recent years.In the early days of the development of the sharing economy,a large number of sharing economy platforms emerged.These platforms initially implemented various operational strategies to quickly build a platform ecosystem.However,some succeeded and some failed.The ecosystem of building a platform that is fast and successful in the early stages of the development depends on the correct implementation of the operational strategy.Based on this,this paper studies the initial operational strategy of the sharing economy platform.Observed that in order to quickly build a platform ecosystem in the initial stage,the sharing economy platform will adopt two operating strategies of burning money and pricing to attract users in the initial stage of construction.The impact of burning money and pricing strategies on the rapid and successful construction of the sharing economy platform needs to be studied.(1)This paper first analyzes the key factors affecting the initial business model of the sharing economy platform.Through the observation of the initial construction process of the sharing economy platform,it is found that the two operating strategies of burning money and pricing have an impact on the successful establishment of the initial business model of the sharing economy platform.In order to further study the specific impact,this paper focuses on the specific analysis of the initial business model of the sharing bicycle platform.Firstly,it analyzes the common driving factors of the success of the sharing bicycle business model,clarifies the importance of the burning and pricing strategies,and then determines the shortcomings of the business model in the burning and pricing strategies based on the six failed sharing bicycle platforms.Combining the successful experience of the Hellobike business model in burning money and pricing strategies,a guiding sharing business model framework for sharing bicycles is proposed.(2)Then,this paper selects 120 domestic sharing economy platforms to study the usefulness of the burning strategy on the initial construction process of the sharing economy platform.Based on the platform-based money-burning strategy data,a research model of the relationship between burning money,burning objects,scoring,control variables and user growth rate was constructed.The data of the 120 sharing economy platforms were analyzed and modeled using structural equation modeling.It is concluded that the implementation of the money-burning strategy in the initial stage of the construction of the sharing economy platform can directly increase the user growth rate in the initial stage of the sharing economy platform;the money-burning strategy can indirectly increase the user growth rate of the sharing economy platform by influencing the APP score;the money-burning strategy can By attracting suppliers to increase the user growth rate in the initial stage of the sharing economy platform,it is impossible to increase the user growth rate in the initial stage of the sharing economy platform by attracting demanders.(3)Finally,this paper focuses on the impact of the research pricing strategy of the sharing cycling platform on its initial build process.By establishing a pricing game model,the user utility function is constructed to solve the pricing strategy under the differentiated user experience service.The main conclusions are as follows: The pricing strategy will change with the changes of different user experience services provided during the initial construction of the sharing bicycle platform,which will affect the initial construction of the platform.The service that provides differentiated user experience is beneficial to increase the number of users sharing the bicycle platform and the profit of the platform,and effectively help the sharing bicycle platform to achieve profitability at an early date.When the sharing bicycle platform provides the transaction service under the differentiated user experience,and the goal of maximizing the profit of the platform,the sharing bicycle platform should reduce the charge for the low user experience transaction service,and appropriately increase the charge for the high user experience transaction service.When the sharing bicycle platform provides value-added services under the differentiated user experience and the goal of maximizing the profit of the platform,the sharing bicycle platform does not have much relationship with the user experience brought by the pricing and value-added services of the value-added services,the corresponding price will not change.