共享经济平台价值创造过程模型研究——以滴滴、爱彼迎和抖音为例
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摘要
平台在共享经济中起着非常重要的作用,但学术界对共享经济平台的研究关注有限。共享经济平台是整合过剩产能,匹配供需,承载人人参与的复杂系统。共享平台价值创造过程有三个环节,依次是资源整合、供需匹配和共创驱动。资源整合包括平台组织资源、供需资源和第三方资源三个层面的整合。共享经济平台供需匹配有多种方式和机制,选择哪种匹配方式取决于用户行为的信息化程度。共创驱动是平台驱动用户参与行为和公民行为为平台及其他用户创造价值,从而进一步提高平台整合资源的能力,并创造创新价值,带动行业转型升级。
Platform plays a big role in the sharing economy. However, little attention has been paid to the studies of sharing economic platform in the academia. The shared economy platform represents a multi-participatory, hierarchical complex system with stronger environmental adaptability. The value creation process of the shared economic platform can be divided into three parts, namely resource integration, supply and demand matching and co-creation driving. Resource integration consists of the integration of organization resources, supply and demand resources and third-party resources of the platform. Factor matching, space-time point matching and flow matching are three ways to match the supply and demand of shared economic platform. The choice of matching mode depends on the information rate of user behavior. Co-creation driving indicates that the platform creates value for the platform and other users by driving the user participation behavior and citizenship behavior. In this way, it will further enhance the attractiveness of platform and create innovative value to drive the transformation and upgrading of the industry.
Platform plays a big role in the sharing economy. However, little attention has been paid to the studies of sharing economic platform in the academia. The shared economy platform represents a multi-participatory, hierarchical complex system with stronger environmental adaptability. The value creation process of the shared economic platform can be divided into three parts, namely resource integration, supply and demand matching and co-creation driving. Resource integration consists of the integration of organization resources, supply and demand resources and third-party resources of the platform. Factor matching, space-time point matching and flow matching are three ways to match the supply and demand of shared economic platform. The choice of matching mode depends on the information rate of user behavior. Co-creation driving indicates that the platform creates value for the platform and other users by driving the user participation behavior and citizenship behavior. In this way, it will further enhance the attractiveness of platform and create innovative value to drive the transformation and upgrading of the industry.
引文
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[2] Philip H.E.,Ozanne L.K.,Ballantine P.W.Examining Temporary Disposition and Acquisition in Peer-to-Peer Renting[J].Journal of Marketing Management,2015,31(11):1310-1332
[3] Cheng M.Sharing Economy:Are View and Agenda for Future Research[J].International Journal of Hospitality Management,2016,57(2):60-70
[4] 郑志来.供给侧视角下共享经济与新型商业模式研究[J].经济问题探索,2016,37(6):15-20
[5] Botsman R.,Rogers R.What’s Mine is Yours:The Rise of Collaborative Consumption[M].New York:Harper Collins,2010
[6] Dong B.,Sivakumar k.,Evans K.R.,et al.Effect of Customer Participation on Service Outcomes:The Moderating Role of Participation Readiness[J].Journal of Service Research,2014,18(2):160-176
[7] Porter M.,Kramer M.R.The Big Idea:Creating Shared Value.How to Reinvent Capitalism and Unleash a Wave of Innovation and Growth[J].Harvard Business Review,2011,89(1-2):62-77
[8] Ritter T.,Lettl C.The Wider Implications of Business-model Research[J].Long Range Planning,2018,51(1):1-8
[9] Foss N.J.,Saebi T.Business Models and Business Model Innovation:Between Wicked and Paradigmatic Problems[J].Long Range Planning,2018,51(2):9-21
[10] Morris M.,Schindehutte M.,Allen J.The Entrepreneur’s Business Model:Toward a Unified Perspective[J].Journal of Business Research,2005,58(6):726-735
[11] 夏清华,娄汇阳.商业模式刚性:组成结构及其演化机制[J].中国工业经济,2014,317(8):148-160
[12] 李鸿磊.基于价值创造视角的商业模式分类研究——以三个典型企业的分类应用为例[J].管理评论,2018,30(4):257-272
[13] Ferreira F.N.H.,Proenca J.F.,Spencer R.,et al.The Transition from Products to Solutions:External Business Model Fit and Dynamics[J].Industrial Marketing Management,2013,42(7):1093-1101
[14] Mason K.,Spring M.The Sites and Practices of Business Models[J].Industrial Marketing Management,2011,40(6):1032-1041
[15] 王雪冬,匡海波,董大海,等.CSV视阈下的价值链重构路径研究——基于招商局集团PPC商业模式的案例研究[J].管理评论,2019,31(1):293-304
[16] 江积海,王烽权.O2O商业模式的创新路径及其演进激励[J].管理评论,2017,29(9):249-261
[17] 杨学成,涂科.共享经济背景下的动态价值共创研究——以出行平台为例[J].管理评论,2016,28(12):258-268
[18] 王水莲,常联伟.商业模式概念演进及创新途径研究综述[J].科技进步与对策,2014,31(7):154-160
[19] Constantiou I.,Marton A.,Tuunainen V.K.Four Models of Sharing Economy Platforms[J].MIS Quarterly Executive,2017,16(4):231-251
[20] Cattani G.Preadaptation,Firm Heterogeneity and Technological Performance:A Study on The Evolution of Fiber Optics 1970-1995[J].Organization Science,2005,16(6):563-580
[21] Meyer M.H.,Lehnerd A.P.The Power of Product Platforms:Building Value and Cost Leadership[J].Research-Technology Management,1997,40(6):526-529
[22] 郑联盛.共享经济:本质、机制、模式与风险[J].国际经济评论,2017,132(6):45-69
[23] 罗宾·蔡斯.共享经济[M].杭州:浙江人民出版社,2015
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[26] Chesbrough H.W.Business Model Innovation:It’s Not Just about Technology Anymore[J].Strategy and Leadership,2007,35(3):12-17
[27] 翁君奕.商务模式创新[M].北京:经济管理出版社,2004
[28] 原磊.国外商业模式理论研究评介[J].外国经济与管理,2007,29(10):17-25
[29] 王生金,徐明.平台企业商业模式的本质及特殊性[J].中国流通经济,2014,(8):106-111
[30] Lamberton C.P.,Rose R.L.When is Ours Better Than Mine?A Framework for Understanding and Altering Participation in Commercial Sharing Systems[J].Journal of Marketing,2012,76(4):109-125
[31] 冯小亮,牟宇鹏,丁刚.共享经济时代企业顾客协同价值创造模式研究[J].华东经济管理,2018,32(6):1-9
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[34] Payne A.F.,Storbacka k.,Frow P.Managing the Co-creation of Value[J].Journal of the Academy of Marketing Science,2008,36(1):83-96
[35] Yi Y.,Gong T.Customer Value Co-creation Behavior:Scale Development and Validation[J].Journal of Business Research,2013,66(9):1279-1284
[36] 杨学成,涂科.平台支持质量对用户价值共创公民行为的影响[J].经济管理,2018,(3):128-144
[37] Scott W.R.,Meyer J.W.Institutional Enviroments and Organizations[M].London:Sage Publications,1994
[38] Henten A.H.,Windekilde I.M.Transaction Costs and The Sharing Economy[C].European Regional ITS Conference,Madrid.International Telecommunications Society (ITS),2016
[39] 江积海,李琴.平台型商业模式创新中连接属性影响价值共创的内在机理[J].管理评论,2017,28(7):252-260
[40] 罗珉,李亮宇.互联网时代的商业模式创新:价值创造视角[J].中国工业经济,2015,322(1):95-107
[41] Mcintyre D.P.,Srinivasan A.Networks,Platforms,and Strategy:Emerging Views and Next Steps[J].Strategic Management Journal,2017,38(1):141-160