Research On Formation Path Of Comprehensive Advantage Of Digital Platform Enterprise

With the digital economy developing rapidly,the technological innovation accelerating continuously,and the organizational model changing rapidly digital platform enterprises are facing a high degree of complexity and uncertainty in their business activities and strategic management decisions.It is urgent for enterprises to establish a set of strategic management theories that can adapt to internal and external environment changes,optimize internal and external superior resources of digital platform enterprises,and improve the ability of enterprises to adapt to and coordinate external environments,so as to enhance the flexibility of strategic management of digital platform enterprises.Therefore,based on the characteristics of digital platform-based organization and the evolution law of comprehensive advantage theory,this paper aims to scientifically reveal the internal mechanism for enterprises to obtain sustainable competitive advantage in the era of digital economy,and has important theoretical and guiding significance for improving the performance and competitiveness of digital platform-based enterprises.This study based on the theory of industrial organization and core competence theory,analyzes the digital platform type enterprise comprehensive advantage factors that influence the formation of reference of previous scholars study,guided by the theory of strategic management of enterprise comprehensive advantage,extract the comprehensive advantages of digital platform enterprises the key influence factors,constructed with network effects for the development of the main line,Platform pricing strategy,digital technology,social network services,platform ecosystem complementaitry market segmentation mechanism and other factors affect the formation of digital platform enterprise comprehensive advantage hypothesis model.Firstly,this paper adopts questionnaire survey and structural equation method to conduct empirical analysis,and the result shows that: market segmentation mechanism,platform pricing strategy,social networks services,digital technology,platform ecological complementaitry,and so on,which all form a positive impact on the formation of comprehensive advantages of digital platform enterprises,and validate the net effect formed in the digital platform type enterprise comprehensive advantage plays an intermediary role,scientific reasoning to the network effect is the essential characteristics of era of digital economy competitive advantage.Its status and significance are like the scale effects of the industrial age.Secondly,the complex relationship between the configuration of each influencing factor and the results is analyzed by using the fs QCA method,the path of value creation and capture of digital platform enterprises is clarified,the formation path of comprehensive advantages of digital platform enterprises is analyzed,and the development path implementation management mechanism of digital platform enterprises is designed.Finally,Ctrip is taken as the case study object,and through the evolution analysis of Ctrip's comprehensive advantages,Ctrip platform comprehensive advantage formation path strategy is analyzed.The strategic management methods for the development of comprehensive advantages of digital platform enterprises are put forward in this paper,which enriches the content of enterprise strategic management theory,provides theoretical guidance for the improvement of management level and performance of digital platform enterprises,and also provides decision-making reference for digital platform enterprises to make strategic measures of sustainable competitiveness.And it has important theoretical value and practical guiding significance for the improvement and sustainable development of comprehensive competitiveness of logarithmic platform enterprises.