Research On The Motivation Of Introducing Similar Business Complements Into Platform Enterprises

Platform economy has become a new development mode in the 21 st century,and its vigorous development has produced a large number of Internet platform enterprises.In the platform ecosystem,platform enterprises,as the key institutions of resource allocation and benefit realization,how to develop and realize benefits in a healthy way is the focus of today’s social research.What is the motivation for introducing similar business complements in the development of platform enterprises? Why introduce similar business complementarity when you already have the same product in your own enterprise? This problem has not been discussed in previous studies and is the core of this paper.This paper argues that the motivation of introducing similar business complements into platform enterprises is to improve platform governance and achieve profits.Based on the rooted analysis and case study of JD platform enterprises,the results show that:(1)Under the influence of the strategic objectives of platform enterprises,the complexity of market environment and the uncertainty of market demand,the introduction of similar business complements by platform enterprises can effectively manage the platform ecology,achieve healthy development of platform enterprises,and realize the advantages of scope economy and vertical differentiation of products;(2)Increase the income of platform enterprises.The profit focus of platform enterprises is different from that of similar business complements,which enables platform enterprises to earn profits themselves and gain profits from similar business complements to expand the profit ways of platform enterprises.The research conclusion of this paper reveals the motivation of platform enterprises to introduce similar business compliators,and enriches the research on the motivation of platform enterprises to introduce similar business compliators in the platform ecosystem.The research is not only helpful to further enrich the thought of platform enterprises,the theory of service enterprises and related researches,but also helpful to the transformation of platform enterprises and technological innovation of platform enterprises.Some suggestions are provided for platform enterprises to choose similar business complements to enter the decision.