| With the popularity of the Internet,existing as a platform has become a trend of development for many companies.Network effect is the essence of the platform.It emphasizes that platform companies must quickly acquire a large number of users and more complementary products to gain a larger market share.In order to achieve this goal,platform companies mainly adopt two “Winner Take All” operational strategies:(1)to promote competition among suppliers of complementary products to ensure the diversity of platform content;and(2)to get a lot of valuable contents through exclusive transactions in order to defeat competitors.Through the research on the network effect and “Winner Take All” strategies,this thesis asks whether the above two operational strategies will generate strategic trade-offs when they are used at the same time,thus destroying the platform's ability to capture the market?In order to solve this problem,this thesis selects the data of the 13-month datas from February 2017 to February 2018 in the mobile short video platform enterprises for empirical research.For the method selection,the time series fixed effect model is constructed,and the model parameters are estimated by two-stage least squares method.The collected datas are analyzed by software Stata.The result shows that mobile short video platform companies can improve their performance by using one of these strategies:(1)to promote competition in the content market,or(2)to ensure maximum content exclusivity.But using two strategies at the same time with equal strength will affect the ability of enterprises to acquire the entire market and will also reduce the corporate performance,because they mean contradictory incentives for content creators.The findings of this thesis extend the existing literature's understanding of Winner Take All and trade-offs of strategies in the platform market,and ask managers of mobile short video platforms to be cautious about multiple parallel operational strategies. |
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