Research On The Competitive Strategy Of Bilateral Platform Enterprises Based On The Perspective Of Customer Perceived Value

With the continuous upgrading and development of the Internet economy,the traditional business model has been difficult to adapt to the pace of modern economic development.The change of market environment makes the competition between enterprises upgrade to the competition between business ecosystems,and more enterprises begin to use platform strategy to improve the competitiveness of the company.User scale is the resource base for the healthy development of platform ecosystem,and also the competitive advantage that enterprises strive to obtain.Platform and its complementary enterprises seek various means to promote the steady growth of user scale.Since users decide whether to join the platform or not according to the perceived value,this paper explores how the bilateral platform enterprises develop competition strategies to expand the user scale from the perspective of customer perceived value.First of all,this paper analyzes the driving factors of customer perceived value in the bilateral market,and divides the components of customer perceived value into three dimensions: service value,product value and social value.As the user scale in the platform can achieve rapid growth through network effect,this paper analyzes the relationship between customer perceived value and network effect,that is,the platform can change the network effect between groups and within groups by influencing customer perceived value,and then change the user scale.Secondly,this paper analyzes the competition strategies of bilateral platforms from two aspects: inter group and intra group network effects.Because the driving factors of the product and service value perceived by customers are platform service quality,including platform basic service,platform value-added service and products and services provided by merchants,and can enhance the intensity of inter group network effect,this paper obtains the bilateral user scale and platform profit under the balanced state by establishing the user utility function model,and then carries out numerical simulation with MATLAB How to improve the service quality of platform to improve the competitive advantage is analyzed.In addition,the driving factor of customer perceived social value is the social evaluation among consumers,which can stimulate the network effect within the group and bring about the change of the number of consumers.Therefore,the user utility function model is also constructed and combined with the numerical simulation to analyze the impact of the change of network effect intensity within the group on the size of bilateral users,and to explore how platform enterprises use customer perceived social value to improve User scale.Finally,according to the simulation results,the following conclusions are drawn:(1)improving the service quality of the platform will lead to the increase of the scale of bilateral users and the profits of the platform,among which the increase of the service quality of the merchants will lead to the fastest increase of the scale of bilateral users and the profits of the platform;(2)the industry characteristics of the platform enterprises will affect the investment emphasis of the platform on the basic services and value-added services;(3)the weight of the basic services is small Platform enterprises should focus on improving the service quality of merchants.(4)The increase in the intensity of intra group network effect can promote the expansion of the scale of bilateral users in the platform;(5)compared with the situation without intra group network effect,it is found that the existence of intra group network effect makes the same number of buyer users corresponding to fewer seller users in the equilibrium state.The conclusion can provide strategic guidance for platform enterprises and their complementary enterprises to improve their profits and market competitiveness.