بررسی نقش زنجیره ارزش در موفقیت پلتفرم‌های کسب‌وکار: تحلیلی از خلق ارزش، نوع زنجیره ارزش، چابکی و بهره‌وری اثرات شبکه‌ای
محورهای موضوعی : مدیریت بازاریابی
مجید یوسفی بابادی
1
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جمشید عدالتیان شهریاری
2
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محمدعلی افشارکاظمی
3
1 - دانش آموخته دکتری مدیریت کارآفرینی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
2 - استاد گروه مدیریت، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
3 - دانشیار گروه مدیریت صنعتی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: خلق ارزش, اثرات شبکه¬ای موج اول و دوم, زنجیره ارزش, چابکی, مدل کسب¬ و¬کار پلتفرم. ,
چکیده مقاله :
این مقاله به بررسی نقش و اهمیت زنجیره ارزش در مدل‌های کسب‌وکار پلتفرم می‌پردازد و تلاش دارد تا نحوه تأثیرگذاری خلق ارزش، بهره‌وری از اثرات شبکه‌ای (موج اول و دوم) و ایجاد زنجیره‌های ارزش چابک بر مدل‌های کسب‌وکار پلتفرم را با تأکید بر سه مدل اصلی "عرضه‌کننده"، "مصرف‌کننده‌محور" و "تسهیلگر"، مورد بررسی قرار دهد. پژوهش حاضر از نوع کیفی است؛ جامعه آماری شامل اساتید دانشگاه و خبرگان حوزه کسب‌وکار پلتفرمی می‌باشند که با رویکرد هدفمند و با روش گلوله برفی انتخاب شده‌اند. ابزار جمع‌آوری داده‌ها، مصاحبه‌های عمیق بوده و از یک رویکرد چندگانه بر‌اساس تحلیل مضمون (تم) برای تحلیل داده استفاده شده که نشان می‌دهد، پلتفرم‌های کسب‌وکار می‌توانند با بهره‌گیری از این مدل‌ها، ارزش را برای تولیدکنندگان و مصرف‌کنندگان ایجاد نمایند. علاوه‌بر‌این، اهمیت مدیریت چابک و بهبود مداوم فرآیندها و تعاملات برای دستیابی به موفقیت پایدار در مسیر رشد و توسعه پلتفرم‌های کسب‌وکار، مطرح شده است.
This article examines the role and significance of value chains in platform business models, aiming to explore the impact of value creation, network effects (first and second waves), and agile value chains on platform business models. Emphasizing the three main models of "supplier- oriented," "consumer- oriented," and "facilitator," the qualitative research involves university professors and experts in the platform business domain, selected purposively through the snowball sampling method. Data collection tools include in-depth interviews, and a multi-method approach based on thematic analysis is utilized for data analysis. The study showcases how platform businesses effectively utilize various models to generate value for both producers and consumers. Additionally, it underscores the critical importance of agile management practices and the continuous enhancement of processes and interactions for ensuring the sustained success and growth of platform businesses. These foundational elements play a pivotal role in driving the evolution and expansion trajectory of platform enterprises.
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