The platform should have the following features:
First, there are * * * parts in various commercial value chains. Many enterprises have the same link in the value chain. For example, consumer goods can only reach consumers through terminals, and terminals are the * * * part of these business value chains. These * * * parts will create an independent group, waiting for cooperation opportunities on different platforms.
Second, it can be separated from the value chain of specific businesses. We can see the fact that vertically integrated companies are increasingly turning to cooperation and outsourcing. Too long a front line will hinder the return of enterprise funds, and it will also consume high manpower, finance and management costs. More and more companies are only engaged in one or several aspects of a business. In the future market, companies will either outsource or be outsourced by others. Enterprises will be more inclined to concentrate and concentrate, and professional people will do professional work and shorten the front line. If cooperation is needed, we will.
Third, it has higher efficiency or better value performance after stripping. This can be judged by some industrial economic analysis models such as scale effect and synergy effect. For example, an important factor that professional home appliance supermarkets have more advantages than manufacturers' self-built terminals is that professional home appliance supermarkets can operate products of multiple brands, and consumers can make comparative choices in professional stores, but manufacturers' self-built terminals cannot do this. When consumers' trust in manufacturers' brands is not enough to buy directly, price comparison is an important purchasing factor. Of course, specialty store has other advantages.
Driven by globalization and informatization, more and more integrated value chains are deconstructed into the hands of different manufacturers. However, there are many companies that can accept outsourcing, and few companies that make platforms. Because if you only have the first type, accepting a link in a value chain is called outsourcing, and the dominant position is in the hands of contracting enterprises, such as manufacturers serving Nike brands. If you have the second article, you can serve multiple value chains and multiple partners. The upstream is called OEM and the downstream is called agent.
World-class excellent enterprises are good at implementing platform strategy and forming competitive advantages. Without a platform, the potential that can be tapped simply by squeezing employees' work efficiency is very limited. However, in the industrial chain, enterprises in different links have their own unique resources, and they are also two milk-producing enterprises. Company A is good at product processing technology, and Company B has perfect sales channels. A and B can build a simple cooperation platform, integrate high-quality resources in all aspects, and compete with larger companies.
Therefore, in a sense, the construction of the platform is the extension and expansion of the core competitiveness of enterprises. Core competitiveness itself does not represent competitive advantage, but the platform can be the externalization and implementation of core competitiveness. For example, improving the performance of microprocessor chips is Intel's core competitiveness, but if Intel only works hard on improving the performance of chips, it will not have so much control over the industry. The comprehensive platform formed by comprehensive capabilities, including R&D capabilities, brand strategy and balanced management capabilities, has made AMD's challenge to Intel's dominance for many years vanish.
Enterprises can defeat an old platform by establishing a new platform, or improve their position in the industry by competing for the leading position in the existing platform system, so as to implement the platform strategy.
Haier summarized its internationalization strategy as "going out, going in and going up". Another angle can also be understood as: first, entering the industrial platform that multinational companies have formed, such as entering the sales system of Wal-Mart; Then by gradually improving its position in the platform, it will be transformed into an excellent enterprise.
For enterprises that already have platform advantages, platform strategy not only means taking active measures to maximize the value of the platform and enhance its competitiveness; In addition, we must strive to maintain our position and leading position in the platform. When the core competitive factors of the industry shift, we should actively adjust the business focus of enterprises to match the development of the industry. Enterprises that simply use the platform and leadership advantages to extract monopoly profits are bound to be surpassed by the new forces in the industry.