基于共同演化的B2B平台策略研究：京东新通路案例

摘要/Abstract

摘要： 本论文旨在以京东新通路为案例研究对象，基于共同演化视角，研究品牌商、平台商和零售商如何共同演化，构建B2B平台的过程与策略。研究发现：（1）B2B平台是典型的双边交易平台，其构建需要多方参与者进行共同演化，即平台商运营模式演化、品牌商销售模式演化以及零售商采购模式演化；（2）为了构建B2B平台，平台商需要具备关键能力从而推动品牌商、零售商的演化；（3）根据平台管理难度和市场拓展难度二维度，共同演化策略可划分为开放式、共生式和吸收式三种策略，平台商根据不同发展阶段综合使用三种策略从而有效控制双边交易平台。本文立足于B2B平台情境，构建出三方参与者共同演化策略模型，其结论不仅完善B2B平台与共同演化等相关理论体系，对指导中国互联网企业构建B2B等电子商务平台也具有深远意义。

关键词: B2B平台, 共同演化, 平台商运营模式, 品牌商销售模式, 零售商采购模式

Abstract: Focusing on the case of Jingdong New Trade, this paper examines the process and strategy of how brand, platform and retailer coevolve and develop the B2B platform based on the perspective of coevolution. The findings are as follows: 1) B2B platform is a typical bilateral trading platform and its development requires the coevolution of multiple participants, namely, the evolutions of the platform's operation mode, the brand's sales mode, and the retailer's procurement mode. 2) To develop B2B platform, the platform should possess certain key capabilities to drive the evolutions of brand and retailer. 3) Based on the difficulties of management and market development, strategies of coevolution can be classified into three types: openness, symbiotic and absorption. The platform can comprehensively utilize the three types of strategies to control the bilateral trading platform in different phases. This study develops a strategic model for the coevolution of multiple participants. The conclusion not only complements the theories related to B2B platforms and coevolution, but also provides guidelines for Chinese Internet companies to develop B2B e-commerce platforms.

Key words: B2B platform, co-evolution, platform business model, brand sales model, retailer procurement model

曹鑫, 欧阳桃花, 黄劲松, 曲深. 基于共同演化的B2B平台策略研究：京东新通路案例[J]. 管理评论, 2020, 32(11): 308-320.

Cao Xin, Ouyang Taohua, Huang Jinsong, Qu Shen. Research on B2B Platform Strategy Based on Co-Evolution: Jingdong New Trade Case[J]. Management Review, 2020, 32(11): 308-320.

参考文献

[1] 王钰,李伟,张维今. 网络零售对传统零售商创新的影响机理研究[J]. 管理评论, 2019,31(5):139-146
[2] Schiff A. Open and Closed Systems of Two-Sided Networks[J]. Information Economics and Policy, 2003,15(4):425-442
[3] Qu W. G., Pinsonneault A., Tomiuk D., et al. The Impacts of Social Trust on Open and Closed B2B E-Commerce:A Europe-Based Study[J]. Information & Management, 2015,52(2):151-159
[4] 中国国际电子商务中心研究院. 全球电子商务发展概况[R]. 2017年世界电子商务报告, 2017
[5] Bloch N., Catfolis T. B2B E-Marketplaces:How to Succeed[J]. London Business School Review, 2003,12(3):20-28
[6] McKnight D. H., Lankton N. K., Nicolaou A., et al. Distinguishing the Effects of B2B Information Quality, System Quality, and Service Outcome Quality on Trust and Distrust[J]. The Journal of Strategic Information Systems, 2017,26(2):118-141
[7] Lilien G. L. The B2B Knowledge Gap[J]. International Journal of Research in Marketing, 2016,33(3):543-556
[8] 傅翠晓,秦敏,黄丽华. 企业向平台型B2B电子商务模式的转型策略研究[J]. 商业经济与管理, 2011,(8):14-22
[9] 朱良杰,何佳讯,黄海洋. 互联网平台形成的演化机制——基于韩都衣舍的案例研究[J]. 管理案例研究与评论, 2018,11(2):163-180
[10] 杨冬梅. 双边市场:企业竞争策略性行为的新视角[J]. 管理评论, 2008,20(2):40-48
[11] 晁罡,林冬萍,王磊,等. 平台企业的社会责任行为模式——基于双边市场的案例研究[J]. 管理案例研究与评论, 2017,10(1):70-86
[12] 曹俊浩. 基于双边市场理论的B2B平台运行策略及其演化研究[D]. 上海交通大学博士学位论文, 2010
[13] 张一进,高良谋. 基于价值传递的平台企业生态位测度研究——以电子商务行业为例[J]. 管理评论, 2019,31(9):116-123
[14] Bailey J. P., Bakos Y. An Exploratory Study of the Emerging Role of Electronic Intermediaries[J]. International Journal of Electronic Commerce, 1997,1(3):7-20
[15] Bakos Y. Towards Friction-Free Markets:The Emerging Role of Electronic Marketplaces on the Internet[J]. Communications of the ACM, 1998,41(8):35-42
[16] Nezami M., Worm S., Palmatier R. Disentangling the Effect of Services on B2B Firm Value:Trade-offs of Sales, Profits and Earnings Volatility[J]. International Journal of Research in Marketing, 2018,35(2):205-223
[17] Wang C. X., Benaroch M. Supply Chain Coordination in Buyer Centric B2B Electronic Markets[J]. Production Economics, 2004,92(2):113-124
[18] Mahesh R., Melemez T., Zou L., et al. E-Business Models in B2B:Process Based Categorization and Analysis of B2B Models[J]. International Journal of E-Business Research, 2005,1(1):16-36
[19] 谢兆霞,李莉. 转移成本对感知质量与满意之间关系的调节作用——对B2B电子中介买方用户的实证研究[J]. 管理评论, 2012,24(1):83-98
[20] Xu S. X., Huang G. Q. Efficient Multi-Attribute Multi-Unit Auctions for B2B E-Commerce Logistics[J]. Production & Operations Management, 2016,26(2):292-304
[21] 黄磊,吴朝彦. B2B品牌导向对品牌绩效的影响机制研究:供应商资源投入的关键作用[J]. 管理评论, 2017,29(9):181-192
[22] 孟韬,王维. B2B社区中企业参与与社区营销绩效——基于阿里巴巴商友圈的研究[J]. 管理评论, 2019,31(6):123-134
[23] Anwar S. T. Alibaba:Entrepreneurial Growth and Global Expansions in B2B/B2C Markets[J]. Journal of International Entrepreneurship, 2017,15(4):366-389
[24] Kwak J., Zhang Y., Yu J. Legitimacy Building and E-Commerce Platform Development in China:The Experience of Alibaba[J]. Technological Forecasting and Social Change, 2019,139:115-124
[25] Ehrlich P. R., Raven P. H. Butterflies and Plants:A Study in Co-Evolution[J]. Evolution, 1964,18(4):586-608
[26] 刘志高,尹贻梅. 演化经济学的理论知识体系分析[J]. 外国经济与管理, 2007,29(6):1-6
[27] 王翔,李庆华,项保华. 共同演化视角下的企业战略更新引擎机理研究:主体及其角色[J]. 科技进步与对策, 2008,25(11):111-116
[28] 李大元,项保华. 组织与环境共同演化理论研究述评[J]. 外国经济与管理, 2007,29(11):9-17
[29] Norgaard R. B. Environmental Economics:An Evolutionary Critique and Plea for Pluralism[J]. Journal of Environmental Economics and Management, 1985,12(4):382-394
[30] Volberda H. W., Lewin A. Y. Co-Evolutionary Dynamics Within and Between Firms:From Evolution to Co-Evolution[J]. Journal of Management Studies, 2003,40(8):2111-2136
[31] 陈嘉文,姚小涛. 组织与制度的共同演化:组织制度理论研究的脉络剖析及问题初探[J]. 管理评论, 2015,27(5):135-144
[32] Rodrigues S., Child J. Co-Evolution in an Institutionalized Environment[J]. Journal of Management Studies, 2003,40(8):2137-2162
[33] Suhomlinova O. Toward a Model of Organizational Co-Evolution in Transition Economies[J]. Journal of Management Studies, 2006,43(7):1537-1558
[34] Laaksonen T., Pajunen K., Kulmala H. I. Co-Evolution of Trust and Dependence in Customer-Supplier Relationships[J]. Industrial Marketing Management, 2008,37(8):910-920
[35] 欧阳桃花,丁玲,郭瑞杰. 组织边界跨越与IT能力的协同演化:海尔信息系统案例[J]. 中国工业经济, 2012,(12):128-140
[36] Child J., Rodrigues S., Tse K. The Dynamics of Influence in Corporate Co-Evolution[J]. Journal of Management Studies, 2012,49(7):1246-1273
[37] Ende J. V. D., Kaa G., Uijl S., et al. The Paradox of Standard Flexibility:The Effects of Co-Evolution between Standard and Interorganizational Network[J]. Organization Studies, 2012,33(5-6):705-736
[38] Jacobides M. G., Cennamo C., Gawer A. Towards a Theory of Ecosystems[J]. Strategic Management Journal, 2018,39(8):2255-2276
[39] Fenema P. C., Keers B. M. Interorganizational Performance Management:A Co-Evolutionary Model[J]. International Journal of Management Reviews, 2018,20(3):772-799
[40] Freixanet J., Rialp A., Churakova I. How do Innovation, Internationalization, and Organizational Learning Interact and Co-Evolve in Small Firms? A Complex Systems Approach[J]. Journal of Small Business Management, 2020,58(5):1030-1063
[41] Kallis G. When Is It Coevolution?[J]. Ecological Economics, 2007,62(1):1-6
[42] Yin R. K. Case Study Research:Design and Methods[M]. London:Sage Publications, 2013
[43] 欧阳桃花. 试论工商管理学科的案例研究方法[J]. 南开管理评论, 2004,7(2):100-105
[44] 欧阳桃花,曾德麟,崔争艳,等. 基于能力重塑的互联网企业战略转型研究:百度案例[J]. 管理学报, 2016,13(12):1745-1755
[45] Glaser B. G., Strauss A. L. The Discovery of Grounded Theory:Strategies for Qualitative Research[M]. Piscataway:Transaction Publishers, 2009
[46] Pan S. L., Tan B. Demystifying Case Research:A Structured-Pragmatic-Situational (SPS) Approach to Conducing Case Studies[J]. Information and Organization, 2011,21(3):161-176
[47] Grewal R., Lilien G. L., Bharadwaj S., et al. Business-to-Business Buying:Challenges and Opportunities[J]. Customer Needs and Solutions, 2015,2(3):193-208
[48] 吴义爽,盛亚,蔡宁. 基于互联网+的大规模智能定制研究——青岛红领服饰与佛山维尚家具案例[J]. 中国工业经济, 2016,(4):127-143
[49] Gordini N., Veglio V. Customers Churn Prediction and Marketing Retention Strategies. An Application of Support Vector Machines Based on the AUC Parameter-Selection Technique in B2B E-Commerce Industry[J]. Industrial Marketing Management, 2017,62:100-107
[50] Nicolaou A. I., Ibrahim M., Heck E. V. Information Quality, Trust and Risk Perceptions in Electronic Data Exchanges[J]. Decision Support Systems, 2013,54(2):986-996
[51] Chan C., Swatman P. B2B E-Commerce Stages of Growth:The Strategic Imperatives[C]. The 37th Annual Hawaii International Conference on System Sciences, 2004
[52] 楼润平,李贝,齐晓梅. 中国互联网企业的成长路径、公司战略及管理策略研究[J]. 管理评论, 2019,31(12):11-24
[53] 李平,彭艳妮,康俊. 平台市场资产对商家忠诚的影响研究——平台竞争的调节作用[J]. 管理评论, 2019,31(2):103-118
[54] 宋华,于亢亢,陈金亮. 不同情境下的服务供应链运作模式——资源和环境共同驱动的B2B多案例研究[J]. 管理世界, 2013,(2):156-168
[55] 詹文杰,杨颖. B2B电子商务模式的特征及其演变[J]. 管理评论, 2004,(1):55-58
[56] 许晖,张娜,冯永春. 事不关己,"不应"挂起——外部弱相关事件与B2B企业品牌形象提升机理研究[J]. 南开管理评论, 2019,22(6):27-39
[57] 石晓梅,冯耕中,邢伟,等. 基于B2B电子交易市场的零售商最优订购策略[J]. 管理科学学报, 2011,14(4):12-23
[58] Eisenhardt K. M. Building Theories from Case Study Research[J]. The Academy of Management Review, 1989,14(4):532-550