互联网平台选择、纵向一体化与企业绩效

发布时间：2018-03-30 21:15

本文选题：自建平台　切入点：第三方平台多属　出处：《中国工业经济》2017年07期

【摘要】：企业的互联网平台选择包括自建平台或加入第三方平台。根据平台生态系统视角与资源依赖理论,本文以O2O平台1918家影院为样本,实证分析了院线自建平台、影院第三方平台多属对影院绩效的影响,并考察了纵向一体化的调节作用。计量研究发现,第三方平台多属能够显著提高影院绩效,条件推断树更明确了第三方平台多属是影院绩效的首要影响因素。第三方平台所构建的生态系统拥有海量用户规模、强大的信息技术能力以及多样化的企业类型,第三方平台多属有助于利用不同平台的异质性资源。纵向一体化与平台生态系统作为两种企业间组织形式,将相互作用,共同影响企业绩效。当影院与院线纵向一体化程度较高时,院线的自建平台与附属影院可以实现资源、流程与战略的较好协同,因而院线自建平台能够较好地提高附属影院的绩效;当影院与院线纵向一体化程度较低时,院线与第三方平台对影院控制权争夺的冲突较小,因而影院第三方平台多属能够较好地提高影院绩效。自建平台与第三方平台多属两种战略具有相容性,原因在于两种生态系统的互补性,即自建平台所构建的生态系统封闭而高集成,第三方平台所构建的生态系统开放而低集成。
[Abstract]:According to the theory of platform ecosystem and resource dependence, this paper takes 1918 cinemas of O2O platform as a sample, and analyzes the platform. The influence of third-party platforms on cinema performance is investigated, and the regulating effect of vertical integration is investigated. The econometric research shows that the third-party platforms can significantly improve the performance of cinemas. The conditional inference tree makes it clear that most third-party platforms are the primary influencing factors for theater performance. The ecosystem constructed by the third-party platforms has a large number of users, powerful information technology capabilities and diversified types of enterprises. Most third-party platforms contribute to the utilization of heterogeneous resources from different platforms. Vertical integration and platform ecosystems, as two forms of inter-firm organization, will interact, When the degree of vertical integration between cinema and cinema line is high, the platform and affiliated cinema can achieve better coordination of resources, process and strategy. Therefore, the platform built by itself can improve the performance of affiliated cinemas, and when the degree of vertical integration between cinema and cinema is low, the conflict between cinema and third-party platform is less. Therefore, most third-party platforms of cinemas can improve the performance of cinemas. The compatibility between the self-built platforms and the third-party platforms is due to the complementarity of the two ecosystems. That is, the ecosystem built by the self-built platform is closed and highly integrated, and the ecosystem constructed by the third-party platform is open and low integration.
【作者单位】：南京财经大学工商管理学院;
【基金】：国家社会科学基金一般项目“平台生态系统视角下中小企业的数字平台选择研究”(批准号17BGL200) 国家自然科学基金面上项目“三网融合与有线电视业的发展与规制”(批准号71173036) 教育部人文社会科学基金规划项目“基于消费者在线行为的平台差异化与平台开放战略研究”(批准号15YJA630065)
【分类号】：F275;F724.6;J943

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