虚拟平台的商业模式创新与竞争策略研究

Research on the Business Model Innovation and Competitive Strategy of Virtual Platform

虚拟平台作为互联网时代最重要的经济组织形式,不仅破坏了传统商业模式的交易平衡,也形成了一些传统理论难以解释的商业模式。基于网络经济学理论研究了双边市场平台、服务集成平台和网络社区平台的市场特征、商业模式创新及竞争策略。用户之间交叉网络外部性的存在,使得双边市场平台以倾斜式定价策略提高交易量;服务集成平台则需要将相关的信息服务以一种创新的方式组合,以满足客户特定的经营需求;而网络社区是一个广泛的社会和商业信息传播平台,其价值创造来自于社区成员及其参与所带来的交易价值。

As the most important form of economic organization, virtual platform not only disrupts the transaction balance of traditional business model, but also shapes new business models unexplained by the traditional theory. Based on theories of network economics, this paper studies the characteristics, business model innovation and competitive strategy of two-sided market platform, services assembling platform and network community platform. Cross-group network externalities allow the two-sided markets platform to adopt the strategy of skewed pricing to increase the transaction volume. Service integration platform needs to integrate information modules innovatively to satisfy the special demand of consumers. As the platform of social and commercial information, network community make value from the participation and transaction of members.