数字平台的增长战略和超级应用的兴起
1German Aerospace Center (DLR), Institute of Transport Research, 12489, Berlin, Germany.
Heliyon
|March 4, 2024
概括
年轻,敏捷,承担风险的公司最适合成为超级应用程序,集成各种服务,如支付和电子商务. 本研究考察了数字平台如何演变为多用途的超级应用程序,使用移动部门的数据.
科学领域:
- 数字平台战略数字平台战略
- 超级应用程序进化
- 商业模式创新的创新
背景情况:
- 超级应用程序整合了多个服务 (消息,支付,电子商务等). 在一个单一的申请中.
- 主导的超级应用程序存在于亚洲 (例如,微信,Grab),新进入者准西方市场 (例如,X/Twitter).
- 了解超级应用程序出现的公司级动态对于平台战略至关重要.
研究的目的:
- 从企业层面的角度分析超级应用程序现象.
- 确定能够实现超级应用程序地位的数字平台的特征.
- 探索从单一用途到多用途数字平台的演变.
主要方法:
- 分析超级应用现象的解释性研究.
- 使用380个移动部门平台的数据进行回归分析.
- 对Uber的增长战略进行案例分析,以实现超级应用的地位.
主要成果:
- 年轻,敏捷,承担风险的公司更有可能追求超级应用程序战略.
- 特定的平台特征预测了演化为超级应用程序的能力.
- 优步的战略增长说明了成为超级应用程序的途径.
结论:
- 数字平台可以在战略上演变为多用途的超级应用程序.
- 公司层面的属性对采用超级应用程序策略有重大影响.
- 该研究提供了一个概念模型,并为未来关于超级应用程序开发的研究提出了建议.
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