Research On Management Innovation Of Platform Enterprises Under The Background Of "Online Celebrity Economy"

The emergence and development of "online celebrity Economy" is one of the most remarkable phenomena in the new economic field of China in recent years.It not only completely changed the traditional business model,but also created a brand-new brand experience for consumer groups from cognition,recognition to consumption,thus gaining wide attention from the society.In 2020,the outbreak of COVID-19 epidemic brought a huge impact to the world,completely changed people’s work and lifestyle,and also promoted the arrival of the national celebrity era.The rise of short video,live broadcast and other content platforms has expanded the scope of red people from professional red people to all walks of life.In addition to the existing groups such as stars,enterprises and governments,people from all walks of life have also joined them.The platform economy has brought brand-new development vitality to China’s economy,and at the same time,consumers’ consumption concepts and methods have also changed greatly,which has brought great impetus to the development of China’s new economy.On the other hand,the development of China’s platform-based enterprises has gradually changed from explosive growth to stable growth.The era of barbaric growth of platform-based enterprises has passed,and it will become more rational and compliant in the future.The competition pattern of the whole industry will change from quantitative competition to qualitative competition.At present,both the external environment of platform-based enterprises and many aspects of their own management innovation are beginning to face bottlenecks.The sustainable development of platform-based enterprises has become a comprehensive problem that managers need to solve urgently,and the solution of such problems depends on the comprehensive improvement of management innovation ability of platform-based enterprises.Based on the systematic study of existing research results and related theories,this paper comprehensively applies the theory of enterprise innovation and the theory of enterprise capability,and combines with the reality of enterprise management innovation,makes a preliminary definition and analysis of the content of enterprise management innovation in China’s platform-based industries under the economic background of online celebrity,and establishes a platform-based enterprise management innovation model on this basis.At the same time,this paper analyzes the management innovation ability of platform enterprises in detail,and constructs the evaluation index system of management innovation ability of platform enterprises,hoping to produce certain theoretical value for the related research of management innovation evaluation of platform enterprises.Finally,this paper selects Aauto Quicker,a representative platform enterprise,as an example,and based on the above research results,analyzes the current situation of enterprise management in Aauto Quicker,analyzes the problems existing in its management status and management innovation ability,and finally puts forward some suggestions for Aauto Quicker to improve its management innovation ability.