Research On Platform Complementary Product Development Strategy

With the development of information technology,the platform economy continues to prosper,and the academic research on the platform is also increasing.However,a large number of existing platform researches have deviated from the perspective of platform leaders,ignoring the initiative of platform complementarists.The platform complementor provides complementary products for the platform,and the appropriate product development strategy plays a key role in the platform complementor in the platform ecosystem.In the face of uncertain environments for new product development,companies often imitate other companies to develop products.This paper explores the applicability of the strategy of simulating other companies' product development in the context of the platform and the differences in the impact of the imitation strategy on the performance of the complementor in the platform with different characteristics.This paper proposes an outcome-based and frequency-based product development strategy,and combines signal theory and institutional theory to explore the impact of two development strategies on the performance of the platform ecosystem.Then the paper introduces the structure feature platform complexity and evolution feature platform transition of the platform ecosystem,and explores the boundary conditions of the two strategies under different platform characteristics.This paper uses the newly developed application program of the application developer under the iOS and Android platform ecosystem to conduct empirical analysis for the research sample,and uses the web crawler technology to obtain 13382 research samples,and uses natural language processing methods to measure the complementor outcomed-based and the frequency-based degree.The conclusions of this paper are as follows:(1)The strategy of imitating other companies' development products in the platform context is still applicable,and the complementor adopts benchmarking and the paradigm product development strategy to promote its performance.(2)Complementor adopting outcome-based product development strategies can help improve short-term performance,and adopting a frequency-based product development strategy can help improve long-term performance.(3)Differences in the characteristics of different platforms will affect the boundary between the two product development strategies that play a role in the performance of the complementor.Platform complexity and platform transition will reduce the impact of outcome-based product development strategies on complementor performance,but too high platform complexity may turn the positive impact of outcome-based strategies on performance negative.Platform complexity also enhances the impact of complementor binary product development strategies on their performance.