平台内网络效应与跨平台网络效应作用机制研究  

The Research on Mechanism of Platform Network Effects and Cross Platform Network Effect

作　　者：李震[1] 王新新[1] Li Zheng Wang Xinxin(School of International Business Administration, Shanghai University of Finance and Economics,Shanghai 2Q0433 ,Chin)

机构地区：[1]上海财经大学国际工商管理学院,上海200433

出　　处：《科技进步与对策》2016年第20期18-24,共7页Science & Technology Progress and Policy

基　　金：国家自然科学基金项目(71172145);上海财经大学现代服务经济研究院项目(20150506)

摘　　要：网络效应作为商务平台发展过程中重要研究对象,其实现是潮流效应(Bandwagon Effect)、规模效应(Scale Effect)、羊群效应(Herding Effect)、市场中介效应(Market-mediated Effect)和锁定效应(Lock-in Effect)综合作用的结果。随着大众生产(Peer Production)、大规模协作(Mass Collaboration)、共享经济(Shared Economy)等新生产方式的产生,平台为更好地发挥新时期用户的"产销者"作用,提升平台综合竞争力,开始构建平台组合以形成跨平台网络效应。基于对国内外学者的文献梳理,拓展了网络效应研究的一般思路,从新经济环境下的多平台竞争模式出发,探究平台内网络效应和跨平台网络效应的形成途径和作用机制,挖掘跨平台网络效应的主要表现形式,具体包括"新平台+旧平台"模式、"平台+在线论坛"模式和"平台+开源社区"模式。最后指明未来互联网商务平台网络效应的研究方向,以期为国内外从事网络效应研究的学者提供借鉴。Network effect is an important research object in the development of business platform,and its implementation process is the result of bandwagon effect,the scale effect,the herd effect,the market intermediary effect and the locking effect.With Peer Production,Mass Collaboration,Shared Economy as the new mode of production.In order to play well the role of ＂production and marketing＂ of users in the new period,and to enhance the overall competitiveness of the platform,began to build a platform combination to activate cross platform network effect.On the basis of combing the literature of domestic and foreign scholars,expand the general idea of network effect study.Based on the multi-platform competition model in the new economic environment,Explore the mechanism and formation of cross-platform network effect and network effect.Mining the main form of expression for cross platform network effect,including the ＂ new platform with old platform＂ model, ＂platform with online forum＂ model and ＂platform with open source community＂ model.Finally pointing out future research directions of the network effect of the Internet business platform.In order to provide a reference for the domestic scholars engaged in the study of network effects.

关 键 词：互联网 商务平台 平台组合 跨平台网络效应 作用机制 

分 类 号：F49[经济管理—产业经济]