场域转变视角下互联网平台企业的制度创业研究  

Research on institutional entrepreneurship of internet platform enterprises from institutional field transition perspective

作　　者：贺锦江 王节祥[2] 蔡宁[3] HE Jin-jiang;WANG Jie-xiang;CAI Ning(School of Business Administration,Zhejiang University of Finance&Economics,Hangzhou 310018,China;School of Business Administration,Zhejiang Gongshang University,Hangzhou 310018,China;School of Public Affairs,Zhejiang University,Hangzhou 310058,China)

机构地区：[1]浙江财经大学工商管理学院,浙江杭州310018 [2]浙江工商大学工商管理学院,浙江杭州310018 [3]浙江大学公共管理学院,浙江杭州310058

出　　处：《科学学研究》2019年第12期2231-2240,共10页Studies in Science of Science

基　　金：国家社会科学基金青年项目(17CGL008)

摘　　要：互联网平台企业创业往往是从已有制度场域切入进而向新制度场域拓展,这一过程中,企业常常面临旧场域制度压力和新场域制度真空的两难,已有研究对此应对策略尚缺乏深入剖析。本研究以网约车平台企业从出租车业务向专快车业务的场域拓展为对象,开展案例研究剖析其制度创业行为的内在逻辑。研究发现:新旧制度场域中平台企业制度工作的目标不同,旧制度场域更强调保持制度前提下的合法性获取,新制度场域则更强调创造制度下的合法性构建。具体地,在旧制度场域中(出租车业务),平台企业遵循已有制度,利用供方用户基础,采取从供方切入进而吸引需方的策略实现快速做大;进入新制度场域后(专快车业务),平台企业通过深入挖掘和满足需方用户的多样化需求,利用网络效应实现双边用户锁定,进而帮助自身创造和推行新制度。场域转换时机是平台企业制度创业的关键,分析表明时机选择是由网络效应激发特征决定的,平台企业需在旧制度场域迈过"冷启动"点时,进入新制度场域,以达到"引爆点"作为发展目标,成为细分领域巨头进而推动制度形成。The entrepreneurship of Internet platform enterprises always from existing institutional field to new institutional field. They are often caught in a dilemma of institutional pressure in old field and institutional vacant in new field. Existing research lacks of deeply analysis of this strategy. This paper takes the case of online car-hailing enterprises which expand from taxi service field to express or premier field, analyzes the internal logic of institutional entrepreneurial behavior. The results show that: The goal of platform enterprises’ institutional work is different in old and new institutional field. Old field emphasizes legitimacy acquisition by maintaining institution, new field emphasizes legitimacy construction by creating institution. Specifically, In old institutional field(taxi service), platform enterprises obey existing institutions, focus on supply-side to rapid and large-scale development based on existing supply-side users, then attract the demand-side users. In new institutional field(express or fast), platform enterprises explore the diversified needs of existing demand-side users, to create a diversified market and lock demand-side by network effect, create and extend new institutions. The time of field transfer is the key of platform enterprises’ institutional entrepreneurship, results shows it is depended on the characteristics of network effect, platform enterprises reach the "cold start" of old institutional field. Once they enter new institutional field, the "tipping point" should be used as the goal, thus becoming the oligarch of the subdivision market to create institutions.

关 键 词：互联网平台企业 制度压力 制度真空 制度创业 网络效应 

分 类 号：F272.3[经济管理—企业管理]