Research on the Strategic Motivation of Digital Platform Enterprises for Diversification and Expansion — Take Meituan as an Example

Abstract

With the development of network technology, more and more Internet companies have sprung up, and this paper takes Meituan platform as an example to study the strategic motivation of digital platform enterprises for diversification and expansion. The results show that in the start-up stage, the main motivation for the diversified expansion of enterprises is to open up the market and improve the user and merchant experience. In the period of rapid growth, relying on strong financial support, mainly to improve the user volume and user stickiness; During the stable period of the platform, the company already has strong offline store resources and management experience, as well as advanced distribution positioning technology, based on a large number of original users, strong market share has led to the bottleneck of enterprise user growth and slowed down the growth of interests.