平台模式的架构表征及与传统模式的对比分析——以在线旅游标杆企业为样本

发布时间：2019-08-03 11:46

【摘要】：随着平台企业的迅速崛起以及平台化趋势的日益凸显,平台模式架构的表征成为商业模式研究的基本内容,成为平台企业商业模式设计与创新面临的重大战略问题。文章以在线旅游平台标杆企业为样本,利用扎根分析法,对商业模式架构进行实证研究并构建一般化平台模式架构模型。研究发现,对传统商业模式价值逻辑规则的颠覆,是平台企业迅速崛起的重要前提;平台企业在参与价值链分工的基础上实现了对价值传递乃至价值分配的掌控,成为价值链/网的规则制定者;资源整合基础上以服务质量和服务内容为核心的服务功能,是平台模式崛起的重要保障。强大的服务功能是平台企业的根本,平台企业的发展必须重视服务质量的提升和服务内容的拓展,以吸引两类需求互补顾客(即上游的内容供应商和下游的终端顾客)加入到平台中来。只有平台强大到使上游的内容供应商和下游的终端顾客都达到一定规模时,交叉网络外部性才能得以形成并发挥作用,平台企业也才能通过促成双边交易来实现自身的价值逻辑。平台即服务,平台模式的设计与创新需要重点围绕平台服务功能的提高展开。如何最大限度地发挥平台企业服务功能,以吸引足够数量的终端客户和供应商参与到平台交易中来,是平台企业商业模式设计与创新的核心。
[Abstract]:With the rapid rise of platform enterprises and the increasingly prominent trend of platform, the representation of platform model architecture has become the basic content of business model research, and has become a major strategic problem in the design and innovation of business model of platform enterprises. Based on the sample of online tourism platform benchmarking enterprises, this paper makes an empirical study on the business model architecture by using the root-based analysis method, and constructs a general platform model. It is found that the subversion of the value logic rules of the traditional business model is an important prerequisite for the rapid rise of platform enterprises; the platform enterprises realize the control of value transmission and even value distribution on the basis of participating in the value chain division of labor, and become the rulmakers of value chain / network; on the basis of resource integration, the service function with service quality and service content as the core is an important guarantee for the rise of platform model. The powerful service function is the foundation of the platform enterprise, the development of the platform enterprise must pay attention to the improvement of the service quality and the expansion of the service content, in order to attract the two kinds of customers (upstream content supplier and downstream end customer) to join the platform. Only when the platform is strong enough to make the upstream content suppliers and downstream end customers reach a certain scale, the cross-network externality can be formed and played a role, and the platform enterprises can realize their own value logic by promoting bilateral transactions. Platform as a service, the design and innovation of platform mode need to focus on the improvement of platform service function. How to give full play to the service function of the platform enterprise in order to attract a sufficient number of end customers and suppliers to participate in the platform transaction is the core of the business model design and innovation of the platform enterprise.
【作者单位】：上海建桥学院商学院;
【分类号】：F592.6;F724.6

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