数字平台的二元治理模式——价值共创视角下的探索性案例研究

Binary Governance Mode of Digital Platforms—An Exploratory Case Study from the Perspective of Value Co⁃creation

数字经济催生了大量的新技术,深度变革了数字平台的发展环境与互动方式,重构了数字平台的治理模式和治理机制。如何管理参与者实现价值共创,推动平台健康发展成为数字平台治理的核心问题。本文基于价值共创视角,探讨了数字平台的治理模式和治理机制。通过对数字孪生领域的领先数字平台——51WORLD的纵向案例研究,本文提出了融合数字治理与非数字治理的二元治理模式。在初创阶段,平台所有者采取资源整合机制和声誉治理机制,激发参与者进行价值共创的能力和意愿,实现基础性价值共创。在成长阶段,平台所有者采用技术适配机制和多边信任机制,提升参与者进行价值共创的能力和意愿,实现扩展性价值共创。在成熟阶段,平台所有者采用技术共享机制和利益承诺机制,强化参与者进行价值共创的能力和意愿,实现持续性价值共创。通过深入分析发现,数字治理与非数字治理之间既具有互补关系,也具有强化作用,数字治理能提升参与者的价值共创能力,非数字治理能激发参与者的价值共创意愿,二者共同促进参与者价值共创的实现。研究结论揭示了数字平台治理的多维结构,深化了数字治理与非数字治理之间的关系认知,为发展数字平台治理理论、丰富治理机制内涵做出了理论贡献,并为数字平台治理提供了新的视角和理论支撑。

The digital economy has given rise to numerous new technologies,deeply transforming the development environment and inter⁃action mode of digital platforms,and reconstructing their governance modes and mechanisms.The core issue of digital platform govern⁃ance lies in how to manage participants for value co⁃creation and promote healthy platform development.Based on the perspective of value co⁃creation,this paper explores the governance modes and mechanisms of digital platforms.Through a longitudinal case study of 51WORLD,a leading digital platform in the digital twinning field,this paper proposes a binary governance mode that integrates digital and non⁃digital governance.In the initial stage,platform owners employ resource integration mechanisms and reputation governance mechanisms to stimulate participants’capabilities and willingness for value co⁃creation,thus achieving foundational value co⁃creation.In the growth stage,platform owners utilize technology adaptation mechanisms and multilateral trust mechanisms to enhance participants’capabilities and willingness for value co⁃creation,thus achieving scalable value co⁃creation.In the mature stage,platform owners employ technology sharing mechanisms and benefit commitment mechanisms to reinforce participants’willingness and capabilities for value co⁃creation,thus realizing sustained value co⁃creation.Through in⁃depth analysis,we find that digital governance and non⁃digital governance have both complementary and reinforcing effects,with digital governance enhancing participants’ability for value co⁃creation and non⁃digital governance stimulating their willingness for value co⁃creation,both of which jointly promote the realization of value co⁃creation by participants.The research conclusion reveals the multi⁃dimensional structure of digital platform governance,deepens our un⁃derstanding of the relationship between digital and non⁃digital governance,contributes to the development of digital platform governance theory and the connotation of governance mechanisms,and provides a new perspective and theoretical support for digital platform govern⁃ance.