数字平台边界选择和开放度治理的演进分析——基于“浙报集团”新闻平台和游戏平台的案例研究

Evolutionary Analysis of Digital Platform Boundary Decision and Openness Governance:Case Study on News Platform and Game Platform of Zhejiang Daily Press Group

边界选择和开放度治理是数字平台发展中的关键战略问题。已有研究多是静态视角的考察,未将平台演进的时间维度纳入分析框架,导致难以解释平台实践中的诸多迷思。理论抽样“浙报集团”的新闻平台和游戏平台开展案例研究,剖析其在临界规模前后,边界选择和开放度治理策略演进的内在逻辑。研究发现:平台治理策略在临界规模前后存在显著差异。临界规模前,为了解决“冷启动”难题,平台倾向于采取一体化(自制)的边界治理策略和低门槛的高度开放策略;临界规模后,治理策略取决于平台在交易属性上的议价能力和创新属性上的整合能力,能力越强,平台越倾向于选择减少一体化和继续施行高度开放策略。

Boundary decision and openness governance are key strategic issues in the development of digital platforms.Most of the existing literature has chosen a static perspective,and the time dimension has not been taken into consideration,which makes it difficult to understand the platform enterprises in practice.This study takes two different business units of Zhejiang Daily Press Group as the object,and conducts the case study to analyzes the internal evolution logic of strategic decisions before and after the critical scale.The study finds that there are significant differences in platform governance strategies after and before the critical mass.Before the critical mass,the platform tends to implement the self-made strategy in boundary decision and improve the openness in order to start quickly.After the critical mass,the choice of governance strategy depends on the platform’s bargaining power in terms of transaction attributes and the integration capability in terms of innovation attributes.The higher the capability,the more likely the platform is to choose to reduce self-restraint and continue the highly open strategy.