商业生态圈中平台企业生态优势形成路径——基于京东的纵向案例研究

Eco-Advantage Formation Path of Platform Firm in Business Ecosystem——Evidence from JD. com,Inc.

平台企业及其构建的商业生态圈具有强大的生命力,但平台企业撬动生态圈中的资源和能力形成生态优势的原理尚未解释清楚。本文以京东为例,通过案例研究,从平台企业发展的不同阶段探索生态优势形成路径。研究发现,平台企业生态优势的形成是一个循序渐进的过程;不同生命周期阶段的形成路径各不相同,初创期通过捕捉获取形成安装基础优势,发展期通过集成整合形成规模集聚优势,成熟期通过创造释放形成生态创新优势;三个阶段形成的基础共同推动生态优势的形成。本文研究提炼出了生态优势形成路径模型,进一步丰富了企业优势理论,对传统企业转型升级、平台化战略布局及商业生态圈构建具有实践指导意义。

Many firms adopt the business ecosystem strategy to get eco-advantages through a platform to leverage the external resources and capabilities from the ecosystem. This paper addressed the question of how eco- advantages were formed by taking JD. corn, Inc. as an example, which was a typical internet platform enterprise. It is found that the formation of the eco-advantage was a gradual process. There were thine formative stages in the enterprise life cycle. First, the platform firm mainly relied on users＇ installment which need meet requirements of quality and quantity in the initial stage. Second, it depended on the excitation of network effect and the aggregation of users to shape the collaborative advantage in the rapidly developmental period. Third, coo-advantages came from the cooperation, symbiosis and value co-creation based on the platform in the mature period. By inheriting and evolving the theory of competitive advantages, it is of great significance to enrich the study of business ecosystem theory and guide the enterprise practice.