数字生态中创业企业如何实施平台镶嵌战略?

How do Venture Enterprises Implement the Platform Embedding Strategy in the Digital Ecosystem?

创业企业独自构建数字生态越来越难,如何利用已有数字生态乘势而起是创业实践的热点议题。平台镶嵌战略是创业企业在已有的数字生态中镶嵌一个共生子平台,实现与已有生态互利共赢的一种成长战略。本文通过理论抽样创业企业"遥望网络"开展探索性案例研究,研究发现:创业企业可以作为互补者加入已有数字生态系统,通过实施平台镶嵌战略获得快速成长。平台镶嵌战略的实施包括"嵌入—自主—桥连"三个过程,其成长机理是平台网络效应与企业专有能力的交替和协同。"嵌入"是创业企业在已有生态中构建共生平台,导入生态用户,完成子平台搭建和激发网络效应的过程;"自主"是创业企业沉淀数据资源和提升用户粘性,借助生态资源培育和强化企业专有能力的过程;"桥连"则是创业企业拓展平台架构和开发多栖业务,通过连接多元生态,发挥网络效应与专有能力协同增强作用的过程。本文发展了创业企业作为数字生态互补者开展创业的理论,建立起数字生态背景下网络效应、资源能力与创业企业成长的过程模型,响应了对数字创业及其过程开展研究的呼吁。本研究有助于创业企业打破默认的服从平台主架构设计的认知枷锁,发挥数字生态中潜藏的巨大能动性空间。

It is becoming increasingly difficult for venture enterprises to build a digital ecosystem by themselves,so there is an interesting question that how venture enterprises can use the existing digital ecosystem to build their own digital ecosystem to grow?To answer this question,we select“Yao Wang”that grew by constructing a symbiotic sub-platform within the existing digital ecosystems as an exploratory case study.The conclusions are as follows:First,venture enterprises can join the existing digital ecosystem as complementors and achieve rapid growth by implementing the platform embedding strategy which is one of entrepreneurial growth strategies.The strategy calls for venture enterprises to grow by embedding a symbiotic sub-platform within the existing digital ecosystems in a win-win way.Second,the platform embedding strategy is divided into three processes:“Embedding-Autonomy-Bridging”,and the explanation of its growth mechanism needs to integrate the dual perspectives of endogenous enterprise capability and exogenous network effect.“Embedding”is the process of stimulating network effects.By building a symbiotic sub-platform and introducing other digital ecosystems users to the existing digital platform ecosystem,venture enterprises complete the“Embedding”process.“Autonomy”is the process of upgrading the endogenous capability of venture enterprises.By depositing data resources and enhancing user stickiness with the help of digital platform ecosystem resources,venture enterprises complete the“Autonomy”process.“Bridging”is a process of expanding the symbiotic sub-platform architecture to connect multiple ecosystems,and bringing into play the synergistic effect of network effect and capability by developing multihoming businesses.The theoretical and practical implications are as follows:The process model has an important theoretical implication for understanding the entrepreneurial process in the digital platform-based ecosystem,and responds to recent call of scholars for integrating network effects and resource capability in platform embedding.This study is helpful to break venture enterprises’cognitive shackles that the actions of venture enterprises are assumed to follow the main architecture design of the digital ecosystem.And there is more space for venture enterprises to be active in the digital ecosystems.