Research On Competitiveness Of Mobile Game Platform Enterprises Based On Two-sided Markets Theory

It is different from traditional single market,"platform" as the core of two-sided market. Because of the case of the capital market in2013, mobile games industry has become the core of the network economy industry in China. As a new type of two-sided market, its middle layer location of mobile game platform enterprises has a pivotal position. To evaluate the competitiveness of mobile game platform enterprises and enhance flat commercial competitive advantage are the keys to the platform for enterprise sustainable development.This paper holds that mobile game platform enterprises’competitiveness source is embodied in four aspects:value creativity, enterprise innovation, transaction capability, the credit system. These four sources of competitive through the platform for customer resources to maintain and expand, service and innovation, and competitive value maximization play the role of polymerization bilateral customers. Bilateral customer resources is the most important source of competitive advantage, so it may be the main content of the platform. Then this thesis argument the source of competitiveness of platform enterprises:on the one hand polymerization as a platform to provide products and services of developers and operators to the upstream; on the other hand aggregation users to the downstream. Platform enterprise as a link connect both the relative supply and demand.This article builds mobile game platform enterprises’competitiveness evaluation system, namely the UD evaluation index system, through to commercial source of competitiveness analysis. The paper adapted several methods, including questionnaire、 interviews, to establish the evaluative index system of platform enterprise, based on the theoretical research results on enterprise competitiveness both aboard and home. The index system divided the competitiveness of the mobile games industry into two parts:up index and down index, and set4evaluative subindexes (value creativity, ability to trade, credit system, enterprise creativity) to appraise the competitiveness of mobile game industry with the methods of AHP, Fuzzy Comprehensive Evaluation. To the results of the visual, the article main analysis the platform for the four large enterprise in our country, such as360, tencent, baidu and UC. At the same time, the article also argument the trend of the development of platform enterprises:the competition between platform enterprises will be more intense, the decreasing trend of distribution platform, the users will become the main source of competitiveness of platform.Finally, this paper puts forward reform measures of platform based on the theory of two-sided market, it should start from cultivating up competitiveness and down competitiveness. The former focuses on the innovation ability, and the latter should attract and retain user resources.In this paper, the innovation points are that from the two-sided market theory, by the hand of mobile game industry as the research object, to build mobile game platform enterprises’competitiveness evaluation system, and carry on the empirical analysis. Previous study of two-sided market and platform focused on pricing, multi-homing and static study. This paper took the research category of breakthrough in the past, focused on the research of the customer resources under the bilateral market gathered themselves together, and fund the sources of competitiveness, and to establish a new competitiveness evaluation system from the mobile game platform.