产业互联网平台价值共创机理——基于宏图智能物流的案例研究

The Value Co-creation Mechanism of the Industrial Internet Platform——Case Study Based on Hongtu Intelligent Logistics

文章通过宏图智能物流的案例分析,揭示产业互联网平台价值共创的机理。研究发现,产业互联网平台价值共创过程包括平台启动、平台成长和平台拓展三个阶段。产业互联网平台价值共创机理主要体现为平台企业基于瓶颈问题甄别,实施分阶段差异化的平台架构设计,推进平台与产业环节上多边用户的价值共创。在平台启动阶段体现为平台架构归核,通过平台架构精炼和用户关系连接解决用户体验梗阻问题;在平台成长阶段体现为平台架构扩核,通过平台垂直整合和用户关系嵌入解决平台优势弱化问题;在平台拓展阶段体现为平台架构嵌套,通过平台水平包络和用户关系锁定突破平台拓展困境。与消费互联网平台强调用户规模的快速增长不同,产业互联网平台更强调用户深度参与共创实现效率提升。

Through the case analysis of Hongtu Intelligent Logistics, this paper reveals the mechanism of value co-creation of the industrial Internet platform. It is found that the process of the value co-creation of the industrial Internet platform includes three stages: platform launch, platform growth and platform expansion. The mechanism of the value co-creation of the industrial Internet platform is mainly reflected in the phased differentiation of the platform architecture design based on bottleneck problem identification by platform enterprises, thus to promote the platform and multilateral users of the industrial chain to co-create value. In the platform launch stage, the platform architecture is coring, and the user experience obstruction problem is solved by platform architecture refinement and user relationship linkage. The platform architecture core is expanding in the platform growth stage, industrial efficiency improvement is achieved by platform vertical integration and user relationship embedding to solve the platform advantage weakening problem. In the stage of platform expansion, the platform architecture is nested, and the platform expansion dilemma is resolved through platform horizontal envelopment and user relationship lock-in, and realizes the benign expansion of the platform. Unlike the consumer Internet platforms that emphasize rapid growth in the user base, the industrial Internet platform emphasizes the deep participation of users to achieve efficiency improvement.