平台产品价值实现研究——以移动互联网产业为例  

On Platform Product Value Realization:Taking Mobile Internet Industry as an Example

作　　者：孙耀吾[1] 陈立勇[1] 翟翌[1] 漆萍[1] 黄万艮[1] SUN Yao-wu;CHEN Li-yong;ZHAI Yi;QI Ping;HUANG Wan-gen(School of Business Administration,Hunan University,Changsha Hunan 410082,China)

机构地区：[1]湖南大学工商管理学院

出　　处：《信息与管理研究》2018年第1期76-87,共12页Journal of Information and Management

基　　金：国家自然科学基金项目(71472061;71872063;71172193)

摘　　要：针对移动互联网产业等平台产品属性与特征,应用价值网络分析方法构建平台产品价值实现理论模型并进行量化刻画,揭示从价值主张、价值网络到价值分配的价值实现逻辑、关键决策问题及其内在机理,以Android平台和iOS平台产品为样本进行比较案例分析。研究发现,平台主导企业对于平台价值系统的控制性及平台开放策略的选择决定平台产品价值的实现模式,而决策的依据是平台主导企业的主体业务路径与结构、战略资源、系统能力和价值目标等,其中,是否拥有产业基本技术和平台生态系统的完整性最为基本。From the perspective of product attributes and features of the mobile internet platform industry,this study proposes that the platform product value is fulfilled through the value proposition,the value network,and the value distribution.Value network analytic method is used to model and reveal the theoretical mechanism of platform product value realization and the key decision elements.A comparative empirical analysis is taken on the value implementation of the Android platform product versus iOS’.Studies have shown that the structure and the accumulation of the dominant firms,the strategic resource,the systematical competencies and the value aim of the platform dominant firms lay the foundation for their decision-making of platform value system control and openness that defines the value realization pattern of platform products.Platform dominant firm’s capability of influencing industrial essential technologies and the integrity of platform ecosystem are the decision-making fundamentals for the platform nature and the value implementation.

关 键 词：产品-服务系统 价值主张 价值网络 价值分配 平台主导企业 移动互联网 

分 类 号：F49[经济管理—产业经济] F275