平台企业和参与者合作中的悖论识别与治理--基于菜鸟网络的案例研究

Paradox Identification in the Collaboration between Platform Enterprise and Participants and Its Governance:A Case Study Based on the Early-Stage Networks

面对数字平台权力失衡导致参与者之间摩擦加剧的现象,研究如何协调参与者合作中的紧张关系对推动我国平台生态系统的健康发展具有重要意义。结合悖论理论和治理理论,以菜鸟网络为典型案例,构建平台生态系统下平台企业和参与者合作过程中悖论识别与治理的具体路径。研究发现:(1)在学习层面形成利用与开发悖论,平台企业通过自上而下治理模式提升知识开发能力以实现“开发的利用”协同。(2)在组织层面形成自治与控制悖论,平台企业通过数字技术治理模式提升数字化能力以实现“控制的自治”协同。(3)在执行层面形成合作与竞争悖论,平台企业通过层级治理模式明确业务边界以实现“竞争的合作”协同。(4)在归属层面形成集体与个体悖论,平台企业通过自下而上治理模式提升信任以实现“个体的集体”协同。据此,将平台生态系统中参与者合作的悖论协同路径归纳为“悖论识别-悖论治理-悖论协同”,为平台企业实施治理以及平台生态系统参与者更好地开展合作提供新的思路。

Faced with the phenomenon of increased friction among participants due to power imbalance on digital platforms, to study how to coordinate the tensions in the cooperation among participants is of great significance to promote the healthy development of platform ecosystem in China.Combining the paradox theory and the governance theory, and taking the early-stage networks as typical cases, this paper constructs the specific routes for paradox identification and governance during the cooperative process between the platform enterprises and the participants in the platform ecosystem.The findings show that(1) to form the paradox of utilization and development on the learning level,the platform enterprises improve their knowledge development capacity through the top-down governance model to achieve the synergy of “utilization of development”;(2) to form the paradox of autonomy and control on the organization level, the platform enterprises improve their digital capability through digital technology governance model to achieve the synergy of “controlled autonomy”;(3) to form the paradox of cooperation and competition on the performance level, the platform enterprises define their business boundaries through the hierarchical governance model to achieve the synergy of“competitive cooperation”;(4) to form the paradox of collectivity and individuality on the affiliation level, the platform enterprises improve their trust through the bottom-up governance model to achieve the synergy of “ individual collectivity”. Accordingly, the paradoxical synergy path of cooperation among participants in the platform ecosystem is summarized as “paradox identification--paradox governance--paradoxical synergy”, which provides new ideas for platform enterprises to implement governance and for participants in the platform ecosystem to develop their cooperations better.