基于社会资本理论的平台企业与合作伙伴的动态合作演化研究——菜鸟网络纵向案例研究

Research on Dynamic Evolutionof Cooperation betweenPlatform Enterprise and Its Partners Based on Social Capital Theory:Longitudinal Case Study of Cainiao Network

生态合作关系的建立与良性运转能够有效调动各方资源解决行业发展困境、共同互助提升。基于社会资本理论,研究探索了平台企业与合作伙伴如何识别不同阶段发展瓶颈、应对措施、产生结果等生态合作演化过程。以菜鸟平台作为案例研究对象,解锁了生态合作不同阶段的动态合作演化路径与规律。研究发现:(1)平台企业与合作伙伴共经历基于需求与供给的绑定、基于价值获取与能力提升、基于共生共赢的合作三个阶段;(2)三阶段分别着重于建立伙伴间连接与信任、提升伙伴能力与协同配合、增强伙伴责任共担、贡献自身的意识;(3)各阶段均形成以“瓶颈—策略—结果”为内在逻辑的合作演化路径,最终建立生态合作演化整合模型。研究通过拓展对社会资本理论的认知,深化了对平台生态系统领域内合作演化过程的理解。

The establishment and good operation of ecological cooperative relationship can effectively mobilize all resources to solve the industry development dilemma and promote improvement.Based on the theory of social capital,this paper explores how the platform and partners can identify bottlenecks,measures,results and other ecological cooperation evolution processes at different stages.Taking Cainiao platform as the case study,it unlocks the dynamic cooperative evolution paths and rules in different stages of ecological cooperation.The findings show that:(1)The platform and partners have experienced three stages of cooperation based on the binding of demand and supply,value acquisition and capacity improvement,and symbiosis and win-win;(2)The three stages respectively focus on building connections and trust between partners,enhancing partners capabilities and coordination,enhancing partners sense of responsibility sharing and contribution;(3)Each stage has formed the cooperative evolution path with"bottleneck,strategy and result"as the internal logic,and finally established the ecological cooperative evolution integration model.By expanding the understanding of social capital theory,the research deepens the understanding of the cooperative evolution process in the field of platform ecosystem.