双边平台商业生态系统理论及管理策略  

Theory and management strategies of two-sided platform commercial ecosystems

作　　者：郑胜华[1] 陈乐平 丁琼瑶 

机构地区：[1]浙江工业大学经贸管理学院,浙江杭州310023

出　　处：《浙江工业大学学报（社会科学版）》2017年第4期410-416,共7页Journal of Zhejiang University of Technology：Social Sciences

基　　金：国家自然科学基金项目(7177020035);浙江省科技厅重点软科学项目(2018C25012)

摘　　要：双边平台是平台的主要模式,双边平台商业生态系统是指以双边平台为依托的利益相关者组成的合作网络,主要包括平台公司、供应方用户和需求方用户。双边平台商业生态系统具有网络效应、竞争效应、识阀效应等多重效应,这些特征给双边平台管理带来了挑战。面对"鸡蛋相生"困境,从平台定价、平台定位、平台绑定、平台商业生态系统扩张和平台商业生态系统多赢五个方面,提出了双边平台商业生态系统管理策略。最后提出了现有研究的不足和未来研究的方向。Two-sided platform is the most important category of platform mode.Two-sided platform commercial ecosystems refer to the core platform and its cooperative network of stakeholders,mainly consisting of providers,sponsors,complementors and end users.They have multiple effects such as network effects,competition effects and threshold effects.These bring some challenges for platform management,where preventive strategies are embodied in platform pricing,positioning,binding,and in realization of ecosystem expansion and multi-win situation,to cope with the ＂egg and chicken＂syndrome and ＂get both sides of the market onboard ＂.Using this foundation,this research points out the shortcomings of existing research and directions for future research in these settings.

关 键 词：双边平台 双边平台商业生态系统 平台策略 网络效应 平台竞争 

分 类 号：F273.23[经济管理—企业管理]