Research On The Dynamic Mechanism Of Platform Business Model Innovation Based On System Dynamics

With the continuous emergence and rapid development of new technologies such as big data,cloud computing,artificial intelligence,mobile internet,and the Internet of Things,the platform economy has also developed rapidly and has become the current mainstream business model.According to the analysis report of "Top 100 Global Market Cap Companies 2019" released by PricewaterhouseCoopers,at least 60 of the top 100 companies in the world ranked by market capitalization have adopted a platform business model.At the same time,competition between platform companies is becoming increasingly fierce.According to incomplete statistics from Lieyun.com,nearly 100 entrepreneurial Internet platform companies closed in 2018 alone.Therefore,to seek differentiated development through business model innovation,to meet the individual needs of customers,and to stand out from the increasingly homogeneous business model,it is imminent for platform companies.This paper takes platform-type enterprises as the research object,and studies its business model innovation driving mechanism,with a view to providing relevant suggestions for platform-type enterprises that are in fierce competition to conduct business model innovation.Based on the collection and collation of domestic and foreign scholars 'research on platform-based enterprises and business models,this paper first analyzes the external driving factors that promote the rapid development of platform-based business models using the PEST analysis method,and then combines existing scholars' existing The research results analyze the constituent elements of the platform-based business model,and use system dynamics methods,combined with the existing research of scholars to build models,draw causality diagrams and flow diagrams,and select typical and representative platform-type Enterprise—Ctrip.com is used as a case study to collect relevant data to verify the validity of the model.Based on this,a composite simulation and sensitivity analysis of the model are conducted to explore the key factors driving the business model innovation of platform enterprises.,And then propose related strategies and suggestions.This study draws the following conclusions:Big data capabilities,bilateral market efficiency coefficients,and service quality coefficients of platform enterprises are the key driving factors for business model innovation of platform enterprises;the influence of diffusion factors also has a positive impact on business model innovation of platform enterprises.But its impact is very weak.Based on the above conclusions,this article proposes the following strategies and suggestions for platform-type companies to innovate their business models:(1)building a composite platform ecosystem;(2)implementing differentiated development;(3)improving big data capabilities and giving full play to the value of data(4)improve the service quality of the platform,establish a seller user filtering mechanism to ensure product quality;(5)strengthen bilateral user relationships and continue to trigger network effects;(6)ensure a win-win situation for multilateral users of the platform.