선형 가치사슬과 양면 플랫폼 비즈니스 모델의 확장과 결합 모델 = An Expansion and Combination Model of Linear Value Chain and Two-sided Platform Business Model

다국어 초록 (Multilingual Abstract)

Following the traditional linear value chain business model, with the emergence of platform business models utilizing digital technology, how companies should position themselves to secure competitiveness is an important issue linked to corporate innovation and digital transformation. In this study, the company's business model was broadly divided into a linear value chain model and a two-sided platform business model, and the type of direction in which each model would expand and how it would be combined with the other business model was presented through examples. First, the linear value chain model was seen as expanding to a supermarket-type value chain and finally incorporating a consumer-level community platform, while the two-sided platform model was seen as a platform expansion stage in the direction of uniting various platforms by expanding the category range horizontally. It was expected that it would ultimately progress to a value chain combination model that secures sales profits by inserting a value chain model that sells one's own products on one's own platform. In addition, from the perspective of the producer he sees the platform as one of the methods of structuring his value chain and chooses the advantageous alternative between direct selling that forms a direct channel with consumers, utilizing existing distributors, and entering a platform. It was expected that a strategy would be adopted to avoid the pressure of the platform by selling directly against the platform and multihoming between platforms. From the platform's perspective, it was expected that all forms of profit would gradually be taken from the role of only intermediary between producers and consumers to providing paid solutions to producers and selling its own products to consumers. This study provides a concise framework for assessing various business models and how existing companies can innovate their business models through digital transformation. In fact, we aim to provide insight into business innovation that has common characteristics and directions even though it looks different in each case.