双边平台主导性发展战略选择——架构升级还是服务创新  

Choosing dominant developing strategy for two-sided platform between architecture upgradation or service innovation

作　　者：宣晓[1] 段文奇[1] 孔立佳[1] 

机构地区：[1]浙江师范大学经济与管理学院,浙江金华321004

出　　处：《科学学研究》2017年第12期1875-1885,1920,共12页Studies in Science of Science

基　　金：国家自然科学基金面上项目(71571165;71271193);浙江省自然科学基金重点项目(LZ14G010001)

摘　　要：架构升级和服务创新是驱动平台生态系统动态演进的战略驱动力,各自对平台发展产生的效果和所需投入均存在显著差异。本文通过分析企业资本投入与发展战略实施效果之间的关系,构建平台资本-利润函数和用户资本-效用函数,运用博弈论和数值计算法研究了平台主导性发展战略的选择问题。结果表明:(1)单一使用架构升级战略或服务创新战略的效果都不如两者结合使用好;(2)平台企业的行业特征影响主导性发展战略的选择,但平台的行业地位不影响其战略选择;(3)设计发展战略时,架构升级战略需侧重降低卖方用户的开发成本,服务创新战略需侧重提升买方用户的交互效用。研究结果为平台管理者选择主导性发展战略提供思路指导。Both architecture upgradation and service innovation are strategic drivers to advance platform ecosystem evolution,and their effects on platform development and required inputs exhibit significantly discrepancy. By analyzing the relationship between capital investment and implementation effects of the two development strategies,this paper constructs platform owners’ capital-profit function and users’ capital-utility function,then applies game theory and numerical calculation method to investigate the platform dominant development strategy choice problem. Results have shown that：（ 1） combination strategy of architecture upgradation and service innovation is better than any single platform development strategy being used;（ 2） platform companies’ choice of development strategy is influenced by the whole industry characteristics,but is irrelevant to its market status in the industry;（ 3） when platform companies design their development strategies,they should emphasize on reducing sellers’ development cost for architecture upgradation strategy and improving buyers’ interaction utilities for service innovation strategy. These results provide ideas and guidelines for platform company’s managers to trade off and design platform development strategy.

关 键 词：平台发展战略 架构升级战略 服务创新战略 主导性选择 

分 类 号：F062.5[经济管理—政治经济学]