平台战略内核:网络效应概念演进、测度方式与研究前沿

Understanding the Core Mechanism of Platform Strategy:the Concept Evolution,Measurement Methods and Research Frontiers of Network Effects

大量研究虽以平台战略为主题,但并未将网络效应这一平台内核特征纳入分析建模,使得研究缺乏理论深度。采用文献计量和内容分析相结合的方法对网络效应相关研究进行梳理。分析发现:网络效应研究经历了3次理论演进,即同边网络效应向跨边网络效应演进(内容)、网络效应是什么向网络效应有何影响演进(作用)、网络正效应向网络负效应演进(后果)。三大演进从网络效应测度方式和行业情境中亦可窥见。结合关键词突变分析,发现网络效应最新研究已开始从关注网络效应“后果”转向“前因”考察。结合战略管理最新研究趋势,提出未来网络效应前因研究可以从个体行为、关系嵌入、种群生态、制度环境4个层面展开。特别是随着平台模式从消费互联网向产业互联网延伸,网络效应作用和激发方式是亟待关注的研究议题。

Although a large number of studies have been based on the platform,they have not incorporated the core features of the"network effect"platform into the analysis and modeling,making this kind of research lack of theoretical depth.This paper combined the methods of bibliometric and content analysis to sort out the related research on network effects.It is found that the network effect research has experienced three theoretical evolutions,that is,the evolution of the same-side network effect to the cross-edge network effect,and what is the network effect to the network.What effect does the effect evolve,and the positive effect of the network evolves toward the negative effects of the network.The three major evolutions can also be seen in the measurement of network effects and industry contexts.Combined with keyword mutation analysis,the latest research on network effects has begun to shift from focusing on the“consequences”of network effects to“proactive causes”.Combined with the latest research trends of strategic management,this paper proposes that the future network effect precaution research can be carried out from four levels:individual behavior,relationship embedding,population ecology and institutional environment.Especially with the platform model extending from the Consumer Internet to the Industrial Internet,the role and stimulation of the network effect is a very important research topic.