平台型电商企业的温室管理模式研究——基于阿里巴巴集团旗下平台型网络市场的案例

Research on Greenhouse Management Model of E-commerce Platform——A Case Study on Platform-mediated Network Markets of Alibaba

平台型电商企业与平台卖家建立了介于科层制与市场制的中间型关系,导致平台型电商企业管理兼具"治理"与"管理"双重特征以及社会公允价值和平台战略导向双重目标,进一步引发了管理环境与管理措施的边界分离和共同调整。平台型电商企业在社会大市场下自主设计平台"小市场",规范平台卖家行为、引导平台卖家成长,形成了特有的温室管理模式。本文系统剖析了阿里巴巴的温室管理模式。研究发现:规则设定、程序设定、管理设定是模式建构的基本层次;管理模式与商业模式的融合导致市场管理规则的社会一致性被平台经营战略的内在差异性所破坏,规则设定、程序设定、管理设定的集成导致契约边界被技术边界所替代,是模式建构的主导逻辑;法律制度的选择性实施、交易程序的技术化设定、"乡土社会"的情景化模仿是模式建构的关键内容;管理环境与管理措施的协同匹配以及管理措施向管理环境的动态转变是模式运行的机制导向。温室管理模式可以理性设计并同步调整管理环境与管理措施,更好地适应了互联网时代商业模式快速跃迁的特征,极大地改善了传统管理模式有效性不强及适用性较窄的弊端;同时,深化了现有研究对组织与环境关系以及平台企业与平台用户关系的认知,拓宽了混合管理与网络治理的研究进路,推动了管理理论的进一步发展。

E-commerce platform and platform sellers have established a middle-typed relationship between hierarchy and market, leading to the dual characteristics of governance and management, and the dual goals of social fair value and platform strategy in e-commerce platform management. On this basis, boundary separation and mutual adjustment of management environment and management measure become a reality. E-commerce platform can self-design platform market in the market, in order to regulate and guide behaviors of sellers. Then, a peculiar greenhouse management model comes into being. This paper makes a systematic analysis on greenhouse management model of Alibaba. It shows that platform rule, trade procedure and regulatory measure are the basic level of the model. The social consistency of market rule is destroyed by the inherent difference of different platform business strategies resulting from the integration of management model and business model, and contract boundary is replaced by technical boundary resulting from the combination of platform rule, trade procedure and regulatory measure, which are the dominate logic of the model. Selective implementation of legal system, technical setting of trade procedure, and scene imitation of native soil society, become the key content of the model. The synergy matching of management environment and management measure, and the dynamic transformation from management measure to management environment, become the operating mechanism of the model. The rational design and synchronous adjustment of management environment and management measure adapt to the rapid transition of business model in the Internet era, and improve its validity and applicability. And also, this deepens the understanding of the relationship between organization and environment, and the relationship between platform and users, broadens approaches of hybrid model and network governance, and management theory is finally further promoted.