平台商业模式研究前沿及展望

The Last Research Progress and Future Prospects of the Platform Business Model

新常态背景下,平台商业模式可从需求侧发力,为用户持续提供优质产品,从而逐步提高企业绩效,驱动经济增长,开辟经济发展新空间。当前,构建平台商业模式已经成为众多企业汇聚内外部资源、发挥网络效应、实现互利共赢的首选,而学术界有关平台商业模式的研究也从最初的双边市场角度转向日益复杂的多边市场角度,包括平台提供者、用户、供应方、互补方等多个群体在内的平台商业模式成为研究热点。最新研究表明,平台商业模式价值体系的架构主要围绕价值主张、价值网络、价值维护、价值实现四个基本要素展开。平台商业模式具备非线性价值逻辑关系,包括多个价值创造主体,注重多个利益相关主体的共建、共生、共融,其竞争优势来源于扩大用户规模和增强关系密度双重驱动下的网络效应。平台商业模式强调用户本位主义,强调平台提供者的企业职能、市场职能和"政府"职能。其未来研究应基于案例加强对不同平台商业模式价值创造过程的探索,并重点关注平台商业模式治理问题、新技术群情境下的平台商业模式应用问题、平台跨界竞争问题、平台商业模式盛行下的政府监管与平台自治相互平衡问题。

Under the background of new normal,platform business model can continuously provide users with high-quality products from the supply side,which will in turn gradually improve enterprises’performance,drive economic growth,and explore new space for economic development.At present,the establishment of platform business model has become the first choice for many enterprises to gathering domestic and foreign resources,give full play to the role of Internet effect,and realize the win-win situation.And the related research focus of the platform business model has been shifted from the bilateral market perspective to the increasingly complex multilateral market perspective.The platform business model including multiple groups such as platform providers,users,suppliers and complements has become a research hotspot.The latest research shows that the framework of platform business model value system is expanded from such four aspects as value proposition,value network,value maintenance and value realization.There is the nonlinear value logic relation in platform business model,which includes several value main bodies,pays attention to the joint development,coexistence,and co-fusion among different stakeholders,and has the competitive advantages brought by the Internet effects.This model emphasizes users’selfishness,platform providers’function of enterprise,market and“government”.The future research should focus on the value creation process of different models,and such problems as governance,application under the background of new technology group,cross-boundary competition,governments’supervision in the rise of this model,self-governance,and balance.