||Amazon, which was in the cloud industry in the 2006, is still a big contender, and has an important role to play in pricing, business models and business strategies in addition to the early market advantages. Amazon′s services are often in a delicate state of competition with competitors. Retailers, brands both have their own official website, and also open stores in Amazon, using Amazon Logistics systems, storage equipment, and even cloud space (Amazon AWS), the competition has become a part of its business model. It often plays a keystone in the development process, adopt platform strategy, take the "win-win" attitude to its ecosystem, give priority to customers ′ benefit, not only maximize their own interests, but can attract many developers to develop new functions on their platform. Make its platform more perfect and attract more users to form a forward loop. The cloud industry is a high-tech industry that needs huge investments, and it′s hard for a company to go solo to develop all the technology. The ability to consolidate the functionality created by Third-party developers and make their cloud platforms more powerful is important in a highly competitive marketplace than how to add additional value. This paper explores how Amazon AWS creates and retrieves value in the cloud industry in a cooperative and competitive environment, with the competing relationship between Amazon AWS and VMware|
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