从新进入者到领先者——基于关系管理的平台创新  

From A New Entrant to A Leader--Exploring Platform Innovation Based on Relationship Management

作　　者：栾世栋 晏梦灵 李昶[1] 董小英[1] LUAN Shidong YAN Mengling LI Chang DONG Xiaoying(Guanghua School of Management, Peking University, Beijing 100871, China)

机构地区：[1]北京大学光华管理学院

出　　处：《信息系统学报》2016年第2期109-126,共18页China Journal of Information Systems

基　　金：国家自然科学基金资助项目(71371017);2015年国家知识产权局委托研究项目

摘　　要：电子商务企业作为零售行业的新进入者,虽有广阔发展前景,却面临着来自传统线下零售商和同类电商企业的激烈竞争。电商企业如何完成从新进入者向行业领先者的转变,是本文关注的研究问题。通过对京东商城的单案例研究,本文揭示了案例企业根据内外部环境条件动态调整其外部关系管理策略,结合外部资源实现平台创新的演化历程。本文丰富了新进入者的研究视角,将研究重心从内部产品技术创新拓展到外部资源整合。同时,京东的外部关系管理策略及其动态演化路径可以为其他企业带来实践启示。As new entrants in the retail industry, e-commerce companies enjoy tremendous development potential, but at the same time, they are faced with challenges from traditional offiine retailers and fierce competitions from other e-commerce companies. The present work aims to answer the research question of how e-commerce companies in the retail industry manage to transform from a new entrant to an industry leader. By conducting a solid single case study of Jingdong, a comprehensive online shopping mall, we reveal that the case company encouraged continuous platform innovation by dynamically adjusting its external relationship management strategies based on different environmental conditions. Theoretically, we complement extant research on new entrants by shifting research focus from technological innovation inside a focal organization to resource integration outside the organization boundary. Practically, the external relationship management strategies, as well as the dynamic evolution path of platform innovation of the case company, offers a valuable reference for other companies.

关 键 词：新进入者 电子商务平台创新 厂商关系管理 消费者关系管理 

分 类 号：C939[经济管理—管理学] C931.6