The Impact Mechanism And Empirical Researchon User Value Of Platform Business Model

In the background of "Internet plus", many enterprises have chosen to use the Internet platform or its business construction based on the Internet platform. Thus the innovation based on platform business model comes into being. However, as the Internet influences deeper and deeper in everyone’s life, more social behavior is token place on the internet.This requires enterprises to have social thinking. They should not only consider providing users with information and services, but also the relationship between users, as well as the factor of user value between different relationship strength.First of all, based on the status of the platform model development and the research on the user value and marketing strategy, we have found several kinds of factors that affect the customer value. Based on technology acceptance model, we have raised the user value effect model.The correlation analysis reach features of all kinds of platforms of different user relationship strength. After that, we analyze how the information utility, relationship utility and system utility influence customer value. Then, for the strong-weak relationship platform, we get the sample and then construct the Structural Equation Model to determine the factors and the path coefficient. Finally, on these outcomes,Construction of Fuzzy Matrix Comprehensive Evaluation Model can be built. Based on the model, we make empirical analysis and summary the existing operational problems and guidance programs.According to the results of this study, a model of customer value influence has been analyzed, and an in-depth study of one kind of platform has been taken; on the other hand, this study gives an analysis method of platform model based on the relations between users. This method could broaden the research ideas to analysis platform model.