Research On The Internal Attributes And Mechanism In Value Creation Of Platform-based Business Model Innovation

Platform-based business model refers to the core enterprises to build multi-agent platform, as well as designing operation system and the basic frame to create value for stakeholders. Business model innovation is an innovation paradigm, through which enterprise follows new behavior logic to create and deliver value for stakeholders. In the era of Mobile Internet, companies often remodel business model, in order to realize the transformation or the development across enterprises’ border. And now more and more enterprises take business model innovation as an alternative or extension of product or process innovation, as an important resource of competitive advantage and value creation.This article aims to analyze inherent attributes of value driver in platform-based business model innovation, by which to explore value creation mechanism in the process of business model innovation, focusing on platform-based business model innovation intrinsic properties, and the process of value creation mechanism, the source of value creation, and the path and the internal logic of value creation. First, on the basis of literature home and abroad, include business model innovation, business model innovation and value creation in the internet business model literature review. Second,this paper discusses the business model and the main source of value creation logic from the economics’ view, and summarizes the inherent attributes of the platform-based business model. Then according to the inherent attributes of business model,namely novelty( N), the lock-in(I), complementary(C), efficiency(E), by using the theory of innovation Schumpeter, strategic network theory, resource-based views,platform economics to discuss the relationship between NICE and value creation relations and the mechanism, and propose a hypothesis, it is assumed that there is a positive role that the NICE property can promote the business models innovation and value creation; and according to the conclusion,we think there should be a value creation path. Finally, based on a typical platform-based case, we discussed the value of platform-based business model to create the operating mechanism and prove the positive relation between inherent attributes and value creation, summed up the business value creation path pattern: motivation→intrinsic properties → theory(carrier) → value creation results.It founds that there is a positive relationship between the 4 aspects of internetbusiness models and value creation, when platform-oriented enterprises designs business model, which suggest a enterprise can improve the four attributes to realize value creation, and take them as evaluating standards to review or innovate business model.in the design of commercial mode should focus on novelty, locking,complementarity and efficiency the four intrinsic properties. Further, when design the platform business model innovation, we can consider from the driven, and the tissue behind each affected property, operation, etc., to optimize the each part of the business model.