网络交易平台治理结构的靶盘模型——一个跨案例研究

Dartboard Model of Governance Structures in Online Trading Platform——A Cross Case Study

数字经济背景下,网络交易平台成为推动社会经济发展的重要力量。作为一种新型组织形态,网络交易平台在实践中兼具市场性、层级性和混合性,导致其组织属性模糊。不同的组织具有不同的治理逻辑,界定清晰的组织属性是平台治理的逻辑起点。因此,网络交易平台组织属性的界定成为平台治理的关键。一个组织的属性往往由其治理结构定义,以网络交易平台治理结构为对象,基于WILLIAMSON的比较制度分析范式,应用编码技术和跨案例研究方法,提取能够刻画网络交易平台治理结构的核心概念——所有权自治、激励机制和管理控制,并基于这些概念挖掘网络交易平台治理结构的不同类型及其新特征,构建网络交易平台治理结构的靶盘模型,为辨析网络交易平台组织属性提供分析工具,为选择平台治理策略提供理论依据。研究结果表明,网络交易平台治理结构有4种类型,全自营式平台表现为层级治理特征,集贸式、商城式和半自营式平台表现为混合治理特征。网络交易平台治理结构表现出与传统治理结构不同的新特征,即市场治理的高能激励与层级治理的强管理控制在网络交易平台治理结构中相互融合,网络交易平台治理结构中出现了通过平台规则协调的新模式,同一网络交易平台呈现多种治理结构并存的多重性特征。根据网络交易平台治理结构靶盘模型,平台治理者应根据靶盘中不同区域的治理结构类型组合治理工具之箭,并准确投射到相应区域中,从而实现理想的治理效果。研究结果实现了平台治理理论与经典组织理论的对话,拓展了治理结构比较制度分析在新型组织——平台情景中的应用,同时为平台治理理论的研究提供了一个新视角,推动了平台治理理论的发展,也可以为平台治理实践提供理论指导。

Given the context of digital economy,online trading platform has become an important force to promote social and economic development.However,as a new form of organization,online trading platform has the characteristics of market,hierarchy and hybrid in practice,which leads to its fuzzy organizational attributes.Different organizations have different governance logic,so the clear definition of organizational property is the logical starting point of platform governance.Therefore,the definition of online trading platform′s organizational property becomes the key of platform governance.The attribute of an organization is often defined by its governance structure.Using three-level coding technology and cross case study,this study discusses the governance structure in online trading platform based on comparative institutional analysis.And the core constructs-ownership autonomy,incentive mechanism and administrative control-are extracted that can describe the governance structure in online trading platform.Based on the different types and new characteristics of the governance structure in online trading platform,this paper constructs the dartboard model of governance structure in online trading platform,which provides the analysis tool for discriminating the organizational attribute of online trading platform,and provides theoretical guidance for the choice of platform governance strategy.The results suggest that:(1)There are four types of governance structure in online trading platform.Among them,the proprietary trading platform is characterized by hierarchy governance,while the marketplace,mall and semi-proprietary trading platform is characterized by hybrid governance.(2)The governance structure in online trading platform shows new characteristics different from traditional governance structure.First,the high-powered incentive of market governance and the added administrative controls of hierarchical governance are integrated in the governance structure in online trading platform.Second,a new type of coordination-platform rules-appears in the governance structure in online trading platform.Third,as to the same online trading platform,different governance structures coexist.(3)According to the dartboard model of governance structure in online trading platform,the platform administrator should combine the arrow of governance tools according to the types of governance structure,and accurately shoot them into the corresponding regions,so as to achieve the better governance performance.This research realizes the dialogue between the platform governance theory and the classical organizational theory,expands the application of comparative institutional analysis of governance structure in the new organization-platform,and provides a new perspective for the research of platform governance theory and promotes its development.The results provides theoretical guidance for platform governance.