《平台战略》作者陈威如：平台创新的核心是创造生态圈

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      “微信全球MBA创新大赛——创意中国2015”（We Win with wechat——INNOVATEChina2015）正在进行。从本期起，大赛官方媒体合作伙伴——腾讯科技将陆续对中欧国际工商学院校友进行专访，看看这些校友企业家的眼中，创新的逻辑思维与实现路径。

     

        近年来，平台商业模式的快速发展，正在不断改变现代人的生活，也在商业竞争中扮演着重要的角色，平台商务的创新出现在各种产业中。

        中欧国际工商学院战略学副教授、《平台战略》作者陈威如曾对平台商业模式进行过如此定义：平台商业模式，是把供需结合放在了同一平台，通过科技手段提高生产效率，使消费者的价值需求得到了更大满足。因此，组织转型平台模式要充分运用互联网精神，发展共赢生态圈，从竞争到协同，把敌人变成合作伙伴。

        在接受腾讯科技专访时，陈威如表示所谓平台战略的核心是创造共赢生态圈。他进一步解释，现在有些生态圈的配置和环节并不利于未来发展，因此需要新型的、具有价值的分配设计。“平台思维的核心在于我们要创造一个符合未来五年到十年能够让大家共创共享的生态圈模式。”陈威如如是说。

        不过，在大型平台已经存在的情况下，未来还有哪些领域有机会出现新的平台呢？对此陈威如表示，BAT的平台已经发展非常健全，相对来讲要在线上做综合性平台难度比较高。“我们可以预计未来五到十年里，发展平台的主要方向会是线下活动，或者线上跟线下结合的活动。”

        不过，陈威如指出在学术研究中企业转型成功的机率大概不超过10%。“转型的确是很困难的事情，原因在于所有企业要能够做到极致化，其战略和组织能力，以及人员配备已达到最完的美状态，要改变不容易。”

        此外他还提到，企业转型需要从多方面共同打造。“也就是说战略方向要正确，组织架构和组织程序要明确，人员选训用，三方面联动才能达到效果。”

        移动互联网的到来和日趋发展成熟，传统行业开始面临改造，加之智能手机的普及、LBS定位服务的成熟、移动支付的普及，让餐饮、打车、美业等传统行业的O2O有了新的机会——O2O爆发式发展正引领移动互联网产业与传统服务行业的跨界与融合。线上的厂商需要往线下走，是因为他们要为用户提供更完美的线下服务，而不仅仅是线上世界里，陈威如表示。

        但他继续指出，在线上的厂商向线下发展的过程中，线下的布局常需要好几年的时间。“这时候双边的合作方式就不能够像是我们传统的思维：价值创造以后，大量获取剥削的方式，这种生态圈是不能够长久的，我们要找的是一个共创共赢的生态圈。”

We Win with WeChat——INNOVATEChina 2015 recently kicked off. From this edition, Tencent Technology will conduct exclusive interview with alumni of CEIBS successively, to see the logical thinking on innovation and the way of realizing it in the eyes of the alumni entrepreneurs.

Recent years, the rapid development of platform business model is changing the life of people in the modern society. It also plays a significant role in business competition. Innovations in platform business appear in various industries.

Chen Weiru, Associate Professor of Strategy at CEIBS and author of Platform Strategy, once defined the platform business model as follows: platform business model is a type of business model that puts supply and demand together on the same platform and improves production efficiency through technological means to better satisfy the value demands of consumers. Therefore, platform model for organizational transformation shall make extensive use of the Internet spirit, develop the win-win ecosystem, turn competition into coordination, and change enemies into partners.

When being interviewed by Tencent Technology, Chen Weiru expressed that the core of so-called platform strategy is creating win-win ecosystem. He further explained that the allocation and segments of some current ecosystem are not favorable for the future development, thus a new and valuable allocation design is needed. “The core of platform thinking is to create an ecosystem model that we can co-create and share together in the next five to ten years,” said Chen Weiru.

However, in the situation that large-scale platforms exist, which sectors stand a chance of bringing out new platforms? With respect to this question, Chen Weiru mentioned that BAT platform had fully developed, so comparatively speaking, it is quite difficult to create an online comprehensive platform. “We anticipate that in the next five to ten years, the main direction of developing platforms is offline activities, or a combination of offline and online activities.”

Nevertheless, Chen Weiru pointed out that in academic study, the odds of enterprises transforming successively was no more than 10%. “Transformation is indeed a pretty difficult issue. The reason is that all enterprises have to try their best to be perfect, that is, their strategies, organizing ability and staffing reach a perfect situation. Transformation is not easy.”

In addition, he also mentioned that efforts should be made in various aspects for enterprise transformation. “That is to say, the strategic direction shall be correct; organizational structure and procedure shall be clear; staff shall be selected, trained and put in proper positions. To reach a good result, joint efforts should be made in the three aspects.”

As the Mobile Internet has emerged, developed and became mature increasingly, traditional industries are faced with transformation. Together with the popularization of smart phone, the maturity of LBS positioning system and the popularization of mobile payment, traditional industries including catering, taxi and beauty industry have new opportunities in O2O – the explosive development of O2O is leading mobile internet industry and traditional service industry to cross their boundary and integrate. Online manufactures need to go offline, because they aim to provide users with better off-line services, not just in cyber world, said Chen Weiru.

But he continued to point out that in the process that online manufacturers are developing offline business, it usually takes several years. “At this point, the bilateral cooperation method is different from our traditional way of thinking, which is, an exploitative method after the creation of value. Such ecosystem is not able to stay long. What we are looking for is a co-creation and win-win ecosystem.”

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