平台企业多元化战略对竞争优势的影响

Research on the Influence of Diversification Strategy of Platform Enterprises on Competitive Advantage

近年来,苹果、谷歌、百度等平台企业都在采取多元化战略并已取得良好成效。平台企业通过实施多元化战略来获取竞争优势成为学术界关注的焦点。对于平台企业而言,网络效应是其本质,突破用户规模临界点的平台企业将会实现"赢家通吃"。用户规模是影响平台企业成长的关键资源。平台企业可以采取多元化战略,通过扩大用户规模构建竞争优势,从而实现可持续发展。

Recently,some platforms,such as Apple,Google and Baidu,are taking a strategy of diversification and achieving good benefits. It has become the focus of the industry and academia for the platform enterprises to implement diversification strategy to obtain competitive advantages. For platform enterprises,the network effect is the essence,and the numbers of participants on the enterprises platform that break through the critical point of user scale will realize ＂ winner-take-all＂. Based on the resource-based theory,this paper concluded that the user scale is the key resources to influence platform enterprise growth. On this basis,the paper studies and analyzes the mechanism of diversification strategy that builds competitive advantage by expanding user scale. Meanwhile,it provides the theoretical guidance for the platform to develop sustainably.