清理门户还是共渡难关?——道德合法性威胁与平台企业合法化策略研究  

Clean up the Portal or Tide over the Difficulties?——A Research on the Threat of Moral Legitimacy and the Legalization Strategy of Platform Enterprises

作　　者：魏江[1] 杨佳铭 杨升曦 Wei Jiang;Yang Jiaming;Yang Shengxi(School of Management,Zhejiang University,Hangzhou 310058,China)

机构地区：[1]浙江大学管理学院,浙江杭州310058

出　　处：《浙江大学学报（人文社会科学版）》2021年第4期60-74,共15页Journal of Zhejiang University:Humanities and Social Sciences

基　　金：国家自然科学基金重大项目(72091310,72091312);国家自然科学基金重点项目(71732008)。

摘　　要：作为独立经营的企业个体或平台社区的领导者,平台企业的策略选择往往需要在企业逻辑和社区逻辑中取得平衡,尤其是在面对道德合法性威胁时,平台企业需要在维持企业生存和保全集体利益中做出选择,以最大限度地降低企业的合法化成本,维持其最初的道德合法性。从合法性评价的受众视角出发,平台企业并非总是会面临同样类型的道德合法性威胁。在面临以业务层面为主导的道德合法性威胁时,平台企业会着重面向需求方开展实质工作与意义工作,强化网络效应。此时,平台企业作为社区领导者,遵循社区逻辑来保证供方群体生存。而在面临以架构层面为主导的道德合法性威胁时,平台企业则需要面向供给方开展实质工作,辅之以面向需求方的意义工作,弱化网络效应。此时,平台企业作为企业个体,遵循企业逻辑来维持平台企业的生存。Platform enterprises established by relying on digital technology have strong resource allocation and resource mobilization capabilities. By setting up the interface of multilateral interaction,platform enterprises have promoted the trading activities that did not exist or could not be completed,brought new vitality to the market, and quickly established moral legitimacy. However, at the same time,because most of the platform enterprises start from the emerging fields where the regulation is vague and the organizational form has not yet solidified, and the Chinese government often adopts an"inclusive and prudent" attitude towards enterprise innovation behavior, some platform enterprises violate their original "pro-social" value proposition in the process of business expansion and their behaviors are alienated, facing the threat of moral legitimacy. How should platform enterprises deal with the threat of moral legitimacy to maintain their initial legitimacy?Most of the existing researches focus on the process of "platform enterprises crossing the initial legal threshold". However, the subsequent legitimacy management of platform enterprises is also worthy of attention. The reasons are as follows: First, due to the unique bilateral structure and network effect characteristics of platform enterprises, the platform has gathered a large number of products and service resources in different regions and many fields, and the maintenance cost of the legitimacy of platform enterprises is higher. Second, the embedding of digital technologies such as algorithms has caused many problems of lack of new social responsibility in the development process of platform enterprises. At the same time, those moral problems that have not been solved in traditional economic activities will be further amplified under the platform situation, and the hidden danger of moral legitimacy threat will be greater. Third, due to the existence of network effect, the ability of platform enterprises to resist the threat of legitimacy may be weaker. The

关 键 词：平台企业 道德合法性威胁 制度逻辑 合法性管理 

分 类 号：F49[经济管理—产业经济]