Singapore University of Social Sciences

A platform business connects members of communities and enables them to transact. This business model is distinctive from that of traditional organizations, as it does not involve the use of linear value chains, to buy and transform raw materials into products or services in order to sell them at a profit. The course examines the characteristic of the platform business model and review successful (and not-so-successful) cases to derive useful management principles. In addition, the course examines the challenges that traditional companies face with platform competition and discuss their strategic options. Topics will also include how old and new business models can be combined to create entire self-reinforcing platform-powered ecosystems. A range of platform examples, such as eBay, Alibaba, Amazon, Google, Apple, Facebook, Uber and Airbnb, will be used as case studies to illustrate key business insights. 平台业务连接社区成员并使他们能够进行交易。这种商业模式与传统组织的商业模式不同，因为它不涉及使用线性价值链，购买原材料并将其转化为产品或服务以出售它们以获利。该课程检查平台业务模型的特征并回顾成功（和不太成功）的案例，以得出有用的管理原则。此外，该课程还探讨了传统公司在平台竞争中面临的挑战，并讨论了他们的战略选择。主题还将包括如何结合新旧商业模式来创建整个自我强化的平台驱动的生态系统。一系列平台示例，例如 eBay、阿里巴巴、亚马逊、谷歌、苹果、Facebook、Uber 和 Airbnb，将用作案例研究来说明关键的业务见解。