互联网平台选择、纵向一体化与企业绩效  

Internet Platform Choices, Vertical Integration and Firm Performance

作　　者：万兴[1] 杨晶[1] WAN Xing YANG Jing(School for Business Administration of Nanjing University of Finance and Economics, Nanjing 210023, China)

机构地区：[1]南京财经大学工商管理学院

出　　处：《中国工业经济》2017年第7期156-174,共19页China Industrial Economics

基　　金：国家社会科学基金一般项目"平台生态系统视角下中小企业的数字平台选择研究"(批准号17BGL200);国家自然科学基金面上项目"三网融合与有线电视业的发展与规制"(批准号71173036);教育部人文社会科学基金规划项目"基于消费者在线行为的平台差异化与平台开放战略研究"(批准号15YJA630065)

摘　　要：企业的互联网平台选择包括自建平台或加入第三方平台。根据平台生态系统视角与资源依赖理论,本文以O2O平台1918家影院为样本,实证分析了院线自建平台、影院第三方平台多属对影院绩效的影响,并考察了纵向一体化的调节作用。计量研究发现,第三方平台多属能够显著提高影院绩效,条件推断树更明确了第三方平台多属是影院绩效的首要影响因素。第三方平台所构建的生态系统拥有海量用户规模、强大的信息技术能力以及多样化的企业类型,第三方平台多属有助于利用不同平台的异质性资源。纵向一体化与平台生态系统作为两种企业间组织形式,将相互作用,共同影响企业绩效。当影院与院线纵向一体化程度较高时,院线的自建平台与附属影院可以实现资源、流程与战略的较好协同,因而院线自建平台能够较好地提高附属影院的绩效;当影院与院线纵向一体化程度较低时,院线与第三方平台对影院控制权争夺的冲突较小,因而影院第三方平台多属能够较好地提高影院绩效。自建平台与第三方平台多属两种战略具有相容性,原因在于两种生态系统的互补性,即自建平台所构建的生态系统封闭而高集成,第三方平台所构建的生态系统开放而低集成。When choosing Internet platforms, firms can establish proprietary platforms or participate in third- party platforms. Based on platform ecosystem perspective and resource dependent theory, the paper empirically analyzes the impact of exhibition chains＇ proprietary platforms or cinemas＇ multihoming on third-party platforms on cinemas＇ performance, and investigates the moderating role of vertical integration using 1918 samples on 020 platforms. The findings show that the muhihoming on third-party platforms can improve cinemas＇ performance. The conditional inference model confirms that third-party platform muhihoming is the primary factor impacting cinema＇s performance. A third party＇s platform can develop an ecosystem with a large user base, powerful IT capability and various types of firms. Muhihoming can exploit heterogeneousresources on third-party platforms. As two forms of inter-firm organizations, vertical integration structures and platform ecosystems will interact and jointly impact firms＇ performance. When a cinema and an exhibition chain are more highly vertically integrated, a proprietary platform can better improve the cinemas＇ performance as a proprietary platform can better coordinate with affiliated cinemas in terms of resources, process and strategies. When a cinema and an exhibition chain are lowly vertically integrated, multihoming on third parties＇ platform can better improve the cinemas＇ performance as the conflict for control of cinemas between exhibition chains and third party platforms is less intensified. A proprietary platform can be compatible with third-party platform muhihoming. The compatibility results from complementarity between the two types of ecosystems. Proprietary platforms feature closeness and highly integration, while third-party platforms feature openness and low integration.

关 键 词：自建平台 第三方平台多属 纵向一体化 平台生态系统 

分 类 号：F270[经济管理—企业管理]