摘要
随着数字经济时代人工智能、区块链、云计算、物联网和大数据等一系列数字技术及智慧出行、跨境电商和数字会展等新场景新业态的出现,企业在经营过程中面临一系列新的挑战和机遇,迫切需要新的管理理论指导企业获取持续竞争优势。本文提出数字平台生态观是指导数字经济时代企业获取竞争优势的管理理论新视角,企业需要在数字化情境下建立与自身资源相匹配的数字平台,确立独特的平台市场定位以及扩大平台的网络规模,进而形成与利益相关者关联的数字生态系统,通过与利益相关者共同创造价值以及确立公平的价值分配机制建立持续竞争优势。在介绍数字平台生态观出现的现实原因和理论背景的基础上,本文阐述了数字平台生态观的定义、特征、文化渊源、企业实践与逻辑框架以及如何实施等内容,并将数字平台生态观与行业结构观、资源基础观、动态能力观作比较分析,提出进一步研究的方向。
With the emergence of a series of digital technologies and new business scenarios in the era of digital economy,enterprises are in urgent need of a new perspective of management theory to guide them on how to gain sustainable competitive advantages.This study proposes the digital platformbased ecosystem view as a new perspective of management theory to guide enterprises to gain competitive advantages in the context of digital economy.It refers to a series of comprehensive and coordinated agreements and actions for enterprises to effectively utilize digital technologies and develop data resources,to create a digital platform architecture that focuses on connectivity and matching,and to implement effective governance of stakeholders such as complementors and users,to co-create and rationally distribute value,and ultimately to gain sustainable competitive advantages.Specifically,the digital platform-based ecosystem view focuses on connection and matching,emphasizes the co-creation and rational distribution of value based on stakeholders,and pays continuous attention to the organic matching of internal organizational design and its dynamic evolution with the external environment.Digital platform-based ecosystem view takes root in the profound Chinese culture and philosophical thinking from both the East and the West.To build the digital platform-based ecosystem to gain sustainable competitive advantages,firms need to take into account the formulation of platform strategy,the design of platform architecture,ecosystem governance,and the synergistic evolution mechanism.Specifically,the formulation of platform strategy determines the development direction of the digital platform-based ecosystem.The design of platform architecture is a collection of digital technologies with physical attributes.Ecosystem governance is the process of effective and harmonious interaction of various participants with social attributes.As time goes on,platform strategy affects the initial state and subsequent dynamic evolution of the design of platform architecture and ecosystem governance.The design of platform architecture with physical attributes at different time points also affects ecosystem governance with social attributes,and vice versa.These interactive processes shape the organic interaction and collaborative evolution in the holistic digital platform-based ecosystem.The platform-based ecosystem in a digital context is a digital system depending on connectivity.It provides a common set of design and management rules to facilitate interactive behaviors among multiple participants.Platform owners encourage third parties to develop networks of complementary innovations,and the resulting networks of firms show significant interdependency.By matching,complementing or sharing assets and resources,multiple actors are interrelated with each other to create new value.The digital platform-based ecosystem thus generates powerful network effects,and the value will increase as the number of participants increases.The inherent mechanisms for enterprises to implement the digital platform-based ecosystem view include stimulating network effects,driving strategic change,and implementing mutualism.Stimulating network effects and driving strategic change apply to both multilateral market platform firms and complementary innovation platform firms,while implementing mutualism is appropriate when there is a dominant digital platform-based ecosystem in existing competitive areas.Finally,this study further analyzes differences between the digital platform-based ecosystem view and other management theories in dimensions of applicable context,rent type,value assumption,unit of analysis,analytical framework,competitive strategy and source of advantage.This highlights the distinctiveness of the digital platform-based ecosystem view in comparison with the industrial structurebased view,resource-based view,and dynamic capabilities view.
作者
焦豪
JIAO Hao(Business School,Beijing Normal University)
出处
《中国工业经济》
CSSCI
北大核心
2023年第7期122-141,共20页
China Industrial Economics
基金
国家社会科学基金重大项目“高质量发展情境下中国企业的高端化战略变革理论研究”(批准号21&ZD139)
国家自然科学基金优秀青年科学基金项目“动态能力和持续竞争优势”(批准号72022005)。
关键词
数字平台生态观
数字经济
管理理论
网络效应
竞争优势
digital platform-based ecosystem view
digital economy
management theory
network effect
competitive advantage
