数字平台企业社会价值共创的实现机制——基于美团“青山计划”的纵向案例研究

Mechanisms for Co-Creating Social Value in Digital Platform Enterprises:A Longitudinal Case Study of the Meituan"Green Mountain"Project

在社会期望和外部环境动态变化的情境下,数字平台企业如何回应这些变化并开展社会价值创造,正在成为社会各界关注的焦点。本文以美团实施的社会价值共创项目“青山计划”为研究对象,采用“条件—行动策略—影响”的逻辑轴线,探究了数字平台企业通过边界跨越与协同创新实现新生态边界建设和社会价值规模化共创共享的过程机制。研究发现:第一,数字平台企业对其“商业性”与“准公共性”组织身份认知的“张力”和边界跨越者的推动,构成了数字平台企业从“0”到“1”开展社会价值共创的原始动力;第二,数字平台企业社会价值共创过程是基于“动态环境条件—边界跨越者—动态能力—边界跨越—协同创新—社会价值共创共益”的跨层次传导过程。在此过程中,边界跨越和协同创新是实现社会价值共创的关键机制;第三,边界跨越与协同创新之间的螺旋式交互作为数字平台企业社会价值共创行为的“放大器”,最终推动社会价值共创突破规模化瓶颈,实现平台中观层面价值共创行为的宏观社会影响;第四,数字平台企业社会价值共创模式呈现出动态演变性,由“公益式”社会价值共创模式到“共享价值式”社会价值共创模式,再到“共益式”社会价值共创模式,不断迭代升级。

Amid evolving societal expectations and the changing external landscape,digital platform enterprises'reactions to these shifts and their role in creating social value have captured broad societal interest.This paper focuses on the Meituan"Green Mountain"Project,using a framework of"conditions-action strategy-impact"to explore how digital platform enterprises establish new ecological boundaries and achieve scalable co-creation and mutual benefits of social value through boundary spanning and collaborative innovation.The main conclusions of this study are as follows.Firstly,the primary driving force for digital platform enterprises to shift from"zero"to"one"in social value co-creation arises from the"tension"between their roles as commercial entities and quasi-public organizations,along with the influence of boundary spanners.Secondly,the process of social value co-creation in digital platform enterprises follows a multi-level transmission mechanism based on"dynamic environmental conditions-boundary spanners-dynamic capabilities-boundary spanning-collaborative innovation-social value co-creation".In this process,boundary spanning and collaborative innovation are crucial.Thirdly,the spiral interaction between boundary spanning and collaborative innovation amplifies social value co-creation behaviors in digital platform enterprises,ultimately overcoming scale limitations and achieving significant social impacts at the platform's meso level.Fourthly,the social value co-creation models of digital platform enterprises exhibit dynamic evolution,progressing from a"philanthropic"model to a"shared value"model,and finally to a"mutual benefit"model.