基于演化博弈的共享办公平台商业模式创新决策机制

Decision-making Mechanism of Business Model Innovation of Shared Office Platform Based on Evolutionary Game

数智时代赋予办公平台探寻商业模式创新的新机遇,为了探索其创新决策机制,文章从商业模式价值链的视角,构建了共享办公平台、资源供应商与客户之间的演化博弈模型,分析了共享办公平台中各参与主体间的利益关系和稳定策略选择,并借助Matlab 2021a仿真分析了各因素变化对平台创新策略选择的影响。研究发现:(1)引入共享办公平台的发展阶段后,在创新投资回报率、资源供应商加入的边际利润、平台定价以及客户参与度这些驱动因素组合的非对称影响下,平台商业模式创新决策机制有价格驱动型和客户驱动型两种,且两种机制具有独立性和排他性,在销售价格较低时,价格驱动机制发挥作用,随着价格的提高,客户驱动机制发挥作用;(2)资源供应商加入后销售折价以及提升客户效益水平有助于提高客户参与的积极性,而在客户获得效益较低的阶段,销售溢价对客户更具有吸引力;(3)客户参与度在不同情形下对平台商业模式创新的影响是异质性的,创新与否的损益高低以及资源供应商加入的边际利润影响着平台的创新方向和创新程度。

The age of digital intelligence gives office platforms new opportunities to explore business model innovation.In order to explore the innovation decision-making mechanism of the office platform,this paper constructs an evolutionary game model among the shared office platform,resource suppliers and customer from the perspective of the business model value chain,and analyzes the interest relationship and stable strategy selection among each participant in the shared office platform.Matlab202la is used to analyze the influence of various factors on the strategy selection of platform innovation.The conclusions of this paper are drawn as following:(1)Introducing the development stage of shared office platform,under the asymmetric influence of the driving factors combination which include return on innovation investment,marginal profit on accession of resource providers,platform pricing and customer participation,there are two mechanisms to promote the business model innovation of shared office platform,which are price-driven and customerdriven.And the two mechanisms are independent and exclusive,the price-driven mechanism plays a role when the sales price is low,as prices rise,customer-driven mechanism comes into play.(2)Discount on sales of resource providers joining and improving the benefit level of customers with the participation of resource suppliers will help to improve the enthusiasm of customers to participate in the platform.However,in the stage of low benefits for customers,raising pricing is more attractive to customers.(3)The influence of customer participation on the platform business model innovation is heterogeneous in different situations.The double relationship between innovation input,loss of non-innovation and the marginal profit on accession of resource providers affects the direction and degree of platform innovation.