平台经济模式的发展与合法性建构——以武汉市网约车为例

The Development of Platform Business Model and the Construction of Legitimacy——Taking online car-hailing of Wuhan as an Example

新兴平台经济模式的出现重构了传统市场的交易机会、利润来源及分配格局,挑战了传统的市场结构、运营模式和治理机制。基于合法性视角对武汉市网约车市场进行考察,探讨新模式如何从出租车市场固有的制度模式和利益藩篱中发展起来的路径,可以发现:网约车平台通过建构基于用户体验的认知合法性和"补贴换市场"战略迅速占据了较大市场份额,也因对原有市场秩序和运作机制的破坏而遭遇旧市场主体抵制,并面临管制合法性和规范合法性危机;国家和地方政府的政策调整虽然承认了网约车的合法市场地位,但严苛设定的市场准入条件也限制了其发展空间。平台经济模式的兴起本质上是过剩资本借助新兴信息技术和大数据进行逐利的新途径,借助"互联网+"推动传统行业的转型需以市场优化和增加全社会福祉为目标来寻求多样化的创新性治理模式。

The emergence of the platform business model reconstructs the trading opportunities,profit sources and distribution patterns of the traditional market,and challenges its structure,operating model and governance mechanism.Based on the perspective of legitimacy,the investigation of Wuhan's online car-hailing market provides a realistic path to explore how this new model develops from the inherent institutional model and interests pattern of the taxi market. While online car-hailing platform quickly occupied a large market share by constructing.the cognitive legitimacy based on user experience and the "subsidy for market"strategy,it also encountered resistance from the old market actors due to the destruction of original market order and operational mechanism,and faced crisis of regulation legitimacy and normative legitimacy.Although the policy adjustments of the state and local governments acknowledge the legal market position of online car-hailing,the strict market access conditions still limit its development space. In essence,the rise of the platform business model is a new way for surplus capital to obtain benefits with the emerging information technology and big data.Promoting the transformation of traditional industries with the help of "Internet +"requires the pursuit of diversified and innovative governance models with the goal of market optimization and increasing social well-being.