| At present,the platform economy is in a period of rapid development.More and more enterprises are embarking on the road of industrial platforming.The competition among platform companies is becoming more and more fierce.Difficulties such as diversion and large differences in merchant capabilities have made empowerment an innovative means for platform companies to gain competitive advantages.The choice of enabling investment strategies has become an urgent problem for platform companies to solve.Platforms can choose to cast a wide net to short-term users on both sides.Service-improvement investments,or long-term capability-improvement investments focused on merchants.Due to the strong differences among platform users,different investment strategies result in different investment returns on different platforms.This paper takes two-sided platforms as the research object,considers user differences,uses Hotelling model and Stackelberg model to construct platform empowerment investment game decisions in different orders under the dynamic competition environment,and discusses the choice of platform empowerment investment strategies under the level of complete information.issues and factors influencing the choice of strategy.This paper mainly discusses from the following two perspectives: First,when the platform has different ownership of merchants before and after the "choose one" exclusive behavior,when the cost is the same,the two-sided platforms will enable different investment strategies,that is,short-term investment or long-term investment.The choice of investment strategy;secondly,to explore the influencing factors of investment strategy choice enabled by two-sided platforms.Through numerical simulation,the impact of service investment quality on the platform’s bilateral user scale and profit,and the impact of investment rate of return on the platform’s profit are visually displayed.Research conclusions:(1)Through the change of the user scale and profit of the platform under the situation of different merchants before and after the phenomenon of "choose one of two" on the platform,it is clarified that the goal of the platform is not to maximize the interests of both parties,but to let the exclusive transaction.The interests of the other party are minimized.When the platform does not charge high prices for merchants,the platform is more willing to choose short-term investment to quickly and intuitively improve the utility of merchants and consumers and seize the market.Merchants enhance their own value and create a healthy competitive environment;(2)Under the condition of bilateral single ownership,improving service quality will increase the attractiveness of platforms that choose long-term investment strategies to users,but profits will decrease,and the scale of platforms that choose short-term investment strategies Under the condition that consumers are single-attributed and merchants are allowed to be multi-attributed,improving service quality will increase the scale of dual-attribution merchants,but when the first platform chooses a long-term investment strategy,and the latter platform chooses a short-term investment strategy,choose short-term investment The platform profit of the strategy will decrease,and the profit of the platform will increase under other strategies;(3)The scale and profit of the later-action platform in the competition are always higher than that of the first-action platform,but when the quality of service investment is high enough,choose long-term investment The profit of the first action platform of the strategy is greater than the profit of the latter action platform that chooses the short-term investment strategy;(4)The profit of the platform increases with the increase of the investment rate of return of its own platform,and decreases with the decrease of the investment rate of the competitive platform,and act first.When the platform’s investment rate of return is sufficiently higher than that of the post-action platform,it can surpass the competitive advantage of the post-action platform.In the case of bilateral single ownership,the merchant’s investment rate of return and the consumer’s investment rate of return have the same impact on the platform’s profit,allowing When merchants are multi-attributed,merchants who choose short-term investment strategies have a more significant impact on platform profits than consumers’ investment returns.The research conclusions provide valuable guidance for platform companies to choose appropriate enabling investment strategies for their different characteristics in a dynamic competitive environment. |
