身份差异化:垂直互联网平台企业成长战略研究  

Identity Distinctiveness:Growth Strategy of Vertical Internet Platform Enterprises

作　　者：王节祥[1] 杨洋 邱毅[1] 龚奕潼 WANG Jie-xiang;YANG Yang;QIU Yi;GONG Yi-tong(School of Business Administration,Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]浙江工商大学工商管理学院

出　　处：《中国工业经济》2021年第9期174-192,共19页China Industrial Economics

基　　金：浙江省软科学研究一般项目“浙江省垂直互联网平台企业成长路径与竞争优势构建研究”(批准号2021C35034);浙江省自然科学基金一般项目“基于网络重构视角的企业战略创业生成机理研究”(批准号Y17G020006);浙江省省属高校基本科研业务费专项资金资助“平台生态系统参与者的数字化转型战略及治理政策研究”(批准号XR202103)。

摘　　要：产业数字化背景下,垂直互联网平台发展方兴未艾。综合互联网平台惯常采用的"快速做大"战略难以适用于垂直互联网平台企业发展。本文尝试揭示与规模导向不同的平台差异化成长战略,引入组织身份视角,开发垂直互联网平台企业的身份差异化成长模型。围绕"垂直互联网平台企业如何构建差异化身份"这一问题,本文选取青团社平台开展理论建构式案例分析。研究发现:垂直互联网平台企业的身份构建包括"探索市场缝隙""聚焦独立运营""强化功能模块"三个关键行为,即身份探索、身份聚焦和身份强化过程的螺旋演进。"意义互动"是平台企业身份构建的关键机制,包括内部意义涌现和外部意义认同,两者共同推进平台身份标签的形成和演化。与"快速做大"战略强调通过用户规模增长、激发平台自身网络效应来实现规模化成长有所不同,"身份差异化"战略强调平台通过构建差异化身份标签、获得多边主体认同、提升关系粘性进而嵌入更大生态来实现规模化成长。Under the background of industrial digitization,vertical Internet platforms are rapidly emerging.The"get big fast"strategy which commonly adopted by comprehensive Internet platform enterprises is difficult to be applied to vertical platform enterprises.This research attempts to reveal the platform distinctiveness growth strategy,which is different from the scale-oriented strategy.We introduce the perspective of organizational identity,and develop the identity distinctiveness growth model of vertical Internet platform enterprises.Focusing on the problem of"how vertical Internet platform enterprises build distinct identity",this study theoretically samples the case of Youth League Club and carries out a theoretical construction case study.The results show that the identity construction of vertical Internet platform enterprises includes three key behavioral processes:"exploring market gap","focusing on independent operation",and"strengthening functional modules",those are,the spiral evolution of identity exploration,identity focus and identity strengthening."Meaning Interaction"is the key mechanism of platform enterprise identity construction,including internal meaning emergence and external meaning identification,which jointly promote the formation and evolution of platform identity labels,and finally achieve the balance between differentiated identity and scale growth.While the strategy of"get big fast"stresses the rapid growth of user scale for platform enterprises to stimulate strong network effect and realizes the scale growth,the strategy of"identity distinctiveness"emphasizes the sensemaking of identity and recognition by multi-sided actors.Relying on the accumulation of relationship stickiness,vertical Internet platform enterprises are embedded in a greater ecosystem to realize scale growth.

关 键 词：垂直互联网平台企业 身份差异化 意义互动 生态嵌入 

分 类 号：F272[经济管理—企业管理]