Research On Information Sharing And Control Structure Selection Of Platform

With the further intensification of competition in product marketing,product platformization has completely overturned the traditional communication industry pattern in the rapid development of the Mobile Internet and has become a brand new commanding height of the industry.Smart devices such as mobile phones,e-readers,video game consoles,work with operating systems.The operating system becomes an integral part of the hardware product,which makes the hardware product platformization.This kind of hardware platform not only connects consumers and software developers,but also sells hardware products to consumers to realize the function and value of software.In addition,factors such as diversified demand and shortened product life cycle have contributed to the greater uncertainty in the demand for products.Under the technical background of Mobile Internet,users’ information has been widely understood,and the development and utilization of market information are the opportunities and challenges of current enterprises.How to use market information efficiently and choose high-quality operation strategies become a problem that the platform needs to solve urgently.Therefore,this paper uses game theory to study the problem of effective matching and strategy selection of platform information structure and control structure under monopoly and competition situations.The above research shows a new perspective for information sharing and platform theoretical research,and provides guidance and inspiration for platform management.Firstly,this paper establishes a monopoly platform model with one hardware platform and one software supplier and constructs six combined models of information sharing,non-information sharing and proprietary platform,open platform,and integrated platform.We compare and analyze the performance differences of platforms,software suppliers and systems under different control structures and information sturctures,and identify the key factors that affect the performance of each subject.We discuss the value of information under different control structures,and further explore the effective matching structure of information sharing and control structures and the conditions for information sharing.Secondly,this paper discusses the choice of information structure of competitive platforms.We study the hardware price,software price and access fee in the three cases where the two platforms have no information sharing,the two platforms have a mixed model of information sharing and no information sharing,and the two platforms share information.Then we compare the performance of hardware platforms and software suppliers in different situations,and identify the balanced structure of software suppliers’ choices of information sharing in competitive environment.We further explore the choices of information sharing which improve the performance of hardware platforms and software suppliers simultaneously.Finally,this paper discusses the selection of the control structure of competing platforms,and studies three situations: both platforms use proprietary structure,the two platforms use proprietary structure and open structure respectively,and both platforms use open structure.We analyze the impact of control structure selection on hardware prices,software prices,and access fees.Then,we comparatively analyze the performance of hardware platforms and software suppliers under the three situations,and identify the balanced structure of platforms of control sturture selection in competitive environment.