平台型企业如何重塑商业生态系统?——基于资源编排理论的纵向案例研究

How do Platform-based Enterprises Reconstruct Their Business Ecosystem?:A Longitudinal Case Study Based on Resource Orchestration Theory

针对作为生态系统设计者的平台型企业如何在技术范式转移时期重塑商业生态系统以保持竞争优势的战略管理难题,以百度公司为对象,运用单案例研究法,基于资源编排理论探究平台型企业在技术范式转移下重塑商业生态系统的微观过程机制,并构建概念模型。研究发现:(1)范式内的技术演进驱动商业生态系统的迭代优化,而技术范式转移驱动商业生态系统从根本上实现重塑;(2)重塑机制表现为平台型企业在技术范式转移驱动下颠覆商业生态系统原有的价值主张,围绕新的价值主张更新平台基础、进行资源编排和价值创造,最终重构商业生态系统的资源基础和平台型企业的价值获取路径;(3)平台型企业的感知能力、创新能力与整合能力支持了商业生态系统的重塑。根据研究结论,正在进行平台化转型的企业管理者应进一步提高对平台及其商业生态系统的认知,而已经是平台型的企业则应重视资源编排能力的培育,以推动商业生态系统不断演化,实现系统成员间的价值共创。

In view of the strategic management problem of how platform-based enterprises can reshape the business ecosystem to maintain their competitive advantage in the period of technology paradigm shift, taking Baidu company as the target, and using the single-case study method, this paper explores the micro-process mechanism of business ecosystem reconstruction under the technology paradigm shift of platform-based enterprises based on resource orchestration theory, and builds the conceptual model. The study finds that: (1) The technological evolution in a specific paradigm drives the iterative optimization of the business ecosystem, while the shift of technological paradigm drives the reconstruction of the business ecosystem. (2) The mechanism of reconstruction is that the platform-based enterprises renews the platform foundation around the reestablished value proposition driven by the technology paradigm shift, orchestrates resources and creates value, and reconstructs the resource base of the business ecosystem and the value-creating mode of the platform-based enterprises. (3)The sensing capabilities, innovation capabilities and integrative capabilities of the platform-based enterprises support the rebuilding of the business ecosystem. According to the research conclusion, enterprise managers who are undergoing platform transformation should further improve their cognition of the platform and its business ecosystem, while for enterprise managers of already platform-oriented enterprises, they should pay attention to the cultivation of resource orchestration ability, so as to promote the continuous evolution of commercial ecosystem and realize value co-creation among system members.