网络环境下平台企业的运营策略研究

Operation srategy of platform enterprisesin network environments

平台企业在网络环境下发生了深刻的变革,选取恰当的视角研究它的运营策略是个重要的科学问题.以平台生态圈的实际规模、期望规模及时间为参数,构建平台生态圈生命周期曲线,通过识别关键节点将曲线分为若干发展阶段,平台生态圈的规模、网络效应、发展模式在各阶段中体现出不同的特征,这些特征为平台企业制定运营策略提供了依据.总体上讲,当平台企业无法充分利用网络效应时,应依托各种"非网络效应诱因"吸引用户进入生态圈,不断激发网络效应;反之,则应充分利用网络效应,迅速扩张规模,同时解决成长中暴露出的问题,优化成长方式.构建了平台企业运营策略的理论框架,深化了平台生态圈生命周期理论,对网络环境下的平台企业进行自我诊断、制定运营策略具有指导意义.

Platform enterprises have made considerable revolutions in network enwronments m recent years. Studing its operation strategy from a proper perspective is an important scientific issue. Selecting the practical scale and expected scale of platform ecosystem and time as three parameters, the paper constructs the curve of life cycle of platform ecosystems. The curve is segmented into several stages through some nodes, and the scale, network effects and development patterns of platform ecosystem embody different characteristics in every stage. These characteristics offer the references to formulate operation strategies for platform enterprises. Generally speaking, when platform enterprises could not take full advantage of network effects, potential participants should be attracted to enter into platform ecosystems through ＂non-network effects inducements＂ ; conversely, platform enterprises should make use of the network effects and develop at a full speed, and should also deal with the problems emerged in the development. This study sets up a theory framework of operation strategy for platform enterprises and develops life cycle theories of platform ecosystems. The conclusions also have guiding significance in making self-diagnostic and operation strategy for platform enterprises.