生活服务电商平台的生态系统演化——战略逻辑和生命周期视角  

Ecosystem Evolution of E-commerce Platform for Life Service——Strategic Logic and Life Cycle Perspective

作　　者：戴勇 王元芳 DAI Yong;WANG Yuanfang(School of Economics and Management,Hubei Univ.of Tech.,Wuhan 430068,China)

机构地区：[1]湖北工业大学经济与管理学院,湖北武汉430068

出　　处：《湖北工业大学学报》2021年第3期5-9,共5页Journal of Hubei University of Technology

基　　金：国家社会科学基金年度项目(18BGL028)。

摘　　要：为探索生活服务电商平台在生命周期各阶段中核心企业角色和平台策略的对应关系及其演化过程,采用纵向案例研究与质性研究相结合的方法,以美团公司为具体分析对象,通过收集一二手数据,利用质性分析软件Nvivo12进行数据编码,从而构建平台生态系统演化的定性分析模型。研究结果表明,在生活服务电商平台生态系统的演化过程中,核心企业战略由能力逻辑转向游击队逻辑,最终演变为复杂逻辑;核心企业角色由平台提供者到资源协调者,最终发展为场景创造者;平台策略从“精打细算”到探索和整合,最终转变为多元化和协同策略。This paper aims to explore the corresponding relationship and evolution process of core enterprise role and platform strategy in the life cycle of life service e-commerce platform.It adopts the method of combining vertical case study and qualitative research,and takes Meituan company as the specific analysis object.It collects primary and secondary data,and uses the qualitative analysis software Nvivo 12 to encode the data,so as to build a qualitative analysis model of platform ecosystem evolution.The results show that in the evolution process of life service e-commerce platform ecosystem,the core enterprise strategy changes from capability logic to guerrilla logic,and finally evolves into complex logic;the core enterprise role changes from platform provider to Resource Coordinator,and finally develops into scene creator;the platform strategy changes from"careful calculation"to exploration and integration,and finally turns into diversification and collaborative strategy.

关 键 词：生活服务电商平台生态系统 战略逻辑 核心企业角色 平台策略 

分 类 号：F724.6[经济管理—产业经济]