数字平台履责与共享价值创造——基于字节跳动扶贫的案例研究

The Responsibility Taking and Shared Value Creation of Digital Platform Enterprises:A Case Study on the Poverty Alleviation of Bytedance

本文采用案例研究方法,通过对数字内容产业头部公司开展的扶贫工作进行深入研究,探讨了平台企业基于数字平台履行社会责任并创造出共享价值的过程、机制与支持要素。研究表明,数字平台企业主要运用平台嵌入、平台拓展与平台优化3个步骤来高效履行社会责任,其中每个步骤都包含具体的履责策略与方法,包括对平台用户基础、大数据与智能算法的应用,围绕平台来拓展价值网络和设定量化的履责绩效指标并持续优化等。其次,平台履责把社会价值创造内置于平台商业生态体系内,通过对社会、商业关系与资源的混合配置与转化利用来创造共享价值,其中社会价值创造是商业价值创造的前提,两种价值创造相互依赖且多有重叠。最后,平台企业自身具有的多平台产品线、数据决策导向与跨部门协作力因素会支持与促进平台履责与共享价值创造。本文的主要贡献是构建出一个涵盖平台履责前因、过程、结果与内部支持要素的理论模型,通过联接起数字平台履责与共享价值创造而拓展与深化了相应研究领域,也为数字经济时代的金字塔底层战略与包容性创新研究贡献出新的内容。

Using the case study method,this paper makes an in-depth study on the poverty alleviation work carried out by the head company of the digital content industry,and discusses the process,mechanism and supporting elements of platform enterprises to fulfill their social responsibilties and create shared value based on the digital platform.Results shows that digital platform enterprises mainly use three steps to ffectively perform their social responsibilities,plat-form embedding,platform expansion and platform optimization.Each step includes specife responsibility performance strategies and methods,which includes the application of platform user base,big data and itelligent algorithms,ex-panding value network around the platform,setting quantitative responsibility performance indicators and continuous optimization.Secondly,the platform performs its responsibility to build social value creation into the platform business ecosystem and create shared value through the mixed allocation,transformation and utilization of society,business rela-tions and resources,among which the social value creation is the premise of commercial value creation.The two value creations are interdependent and overlap.Finally,the multi platform product line,data decision-making orientation and cross departmental collaboration of platform enterprises can support and promote the platform's responsibility per-formance and shared value creation.The main contribution of this paper is to build a theoretical model covering the antecedents,processes,results and internal support elements of platform responsibility performance,expand and deep-en the corresponding research fields by connecting digital platform responsibility performance and shared value cre-ation,and also contribute new content to the research on pyramid bottom strategy and inclusive innovation in the era of digital economy.