服务主导逻辑下B2B电商平台企业生态优势构建机制——基于华采找鱼的探索性案例研究

The Ecosystem-specific Advantage Construction Mechanism of B2B E-commerce Platform Companies under the Service Dominant Logic:An Exploratory Case Study Based on Huacai Fishery Platform

产业互联网背景下,B2B电商平台企业在生态系统构建过程中如何获取生态优势,成为业界和学界共同关注的问题。本文选取华采找鱼进行典型案例研究,基于服务主导逻辑视角,探究平台企业的生态优势构建机制。本研究发现,平台企业的服务焦点经历了“打破信息阻隔—优化交易效率—完善一体化服务”的动态迁移。服务焦点驱动下的“资源整合”“服务交换”“制度安排”三个核心服务策略也随之动态匹配以实现价值共创。在此过程中,不同阶段的价值共创机制分别从“联结”“联动”“联合”三方面对生态优势生成发挥推动作用。与此同时,生态优势实现了从生态系统产生期到扩展期的“纵深”迭代,再到升级期的“衍射”迭代,最终形成基于资源、结构和治理的高阶生态优势。本文形成的理论框架既是对传统竞争优势获取机制的补充,又是在平台经济下拓展竞争优势理论的新尝试。

In the context of the industrial Internet,the issue of how B2B e-commerce platform enterprises achieve a relevant advantage in the course of building an ecosystem has become a common con-cern of both the whole industry and the academia.This article conducts a typical case study with Huacai as its research object.Based on the perspective of service-dominant logic,it explores the mechanisms of the enterprises to gain ecosystem-specific advantages.The research finds that:(1)The service focus of platform enterprises has undergone a dynamic migration from breaking information barriers to optimizing transaction efficiency and finally to strengthening integrated services.(2)Under the service focus,the three core service strategies of resource integration,service exchange,and institutional arrangement are dynamically matched to create value with platform participants.(3)The value co-creation mechanism at different stages plays a role in promoting the generation of ecosys-temspecific advantages from three aspects:“connection”,“linkage”and“jointness”.At the same time,ecosystem-specific advantages have undergone“in-depth”iterations and“diffraction”iterations,and finally formed high-order ecosystem-specific advantages based on resources,structure,and governance.The theoretical framework proposed in this article is not only a supplement to traditional competitive advantage achieving mechanisms,but also a new attempt to upgrade the competitive advantage theory under platform economics.