RESEARCH ON THE DIVERSIFICATION STRATEGY AND EVOLUTION OF REVENUE STRUCTURE OF PLATFORM ENTERPRISES: A CASE STUDY OF MEITUAN

Abstract

This paper uses a longitudinal one-case quantitative research design to explore the role of Meituan in diversification strategy in transforming its revenue makeup in the period between 2019 and 2023. Disclosures available publicly were put through a three-step process of data auditing and examined using descriptive statistics, correlation analysis, and ordinary least squares models. Analytical transparency was ensured with the help of IBM SPSS Statistics 29 and Python. The findings indicate that there was a purposeful seeking of a breakthrough in the stability trajectory: the core business share dropped to 74.8% against 79.1% and the Diversification index increased to 0.404 against 0.331 and remained the same. Basic enhanced user engagement and continued R&D spending served as a combined force, and stability in profitability took a J-curve recovery. In theory, the research connects the network impacts, resources orchestration, and platform maturity with the diversification finding and explains how platform enterprises can mitigate growth and risk trade-offs. In practice, it provides measures of action to sequence market expansion and technology investment priorities.