从“响应”到“引领”：环境突变情境下新创平台如何实现快速迭代？

摘要/Abstract

摘要： 新创平台作为兼具平台交易属性和创新属性特征并能实现多方互动和资源整合的开放型组织，在应对突变情境方面具有灵活的先天优势。然而，现有文献对于突变情境下新创平台如何实现快速迭代以响应环境变化仍未给出充分的理论解释。本文基于搜索理论视角，通过选取海尔卡奥斯开发应急物资平台的发展历程为研究对象进行探索性案例分析，探讨环境突变情境下新创平台如何通过即时搜索实现快速迭代的内在机理。研究发现：第一，环境突变情境通过突变速度、突变方向、突变幅度三个方面的动态变化和不断交互来触发并激活平台的即时搜索过程；第二，平台在不同的发展阶段会运用响应型、前瞻型和引领型三种即时搜索策略来应对环境突变情境的动态冲击，并且在“刺激-连接-发现”的搜索轨迹上呈现不同的特点；第三，环境突变情境下的平台即时搜索会通过桥接式、聚焦式和验证式三种资源与需求的动态匹配模式来促进平台的快速迭代。研究结论对环境突变情境下平台演化的内在规律及其运营实践具有重要的理论和实践价值。

关键词: 环境突变, 新创平台, 即时搜索, 动态匹配, 快速迭代

Abstract: As an open organization that has transaction and innovation attributes and can facilitate multiparty interaction and resource integration, platform has inherent advantages in dealing with sudden changes. However, the existing literature lacks adequate theoretical guidance for a platform to achieve rapid iteration in response to environmental jolts. Based on the perspective of search theory, we select the development process of the emergency materials platform developed by Haier COSMOPlat as the research object to carry out an exploratory case analysis, and discuss the internal mechanism of how the platform realizes rapid iteration through instant search under the environment jolts. Our findings are as follows. Firstly, the environment jolts triggers and activates the instant search process of the platform through the dynamic changes and continuous interaction of mutation speed, mutation direction and mutation amplitude. Secondly, the platform uses three kinds of instant search strategies, namely, responsive, forward-looking and leading, to deal with the dynamic impact of the environment jolts in different development stages, and different search strategies will present different search tracks of “stimulus-connection-discovery”. Thirdly, the platform instant search in the context of environment jolts will promote the rapid iteration of the platform through three dynamic matching modes of resources and requirements: bridging, focusing and verifying. The research conclusions have a good theoretical and practical value in revealing the inherent law of platform evolution and optimizing platform operation in the context of environmental jolts.

Key words: environmental jolts, platform organization, instant search, dynamic fit, rapid iteration

许晖, 于超, 王亚君. 从“响应”到“引领”：环境突变情境下新创平台如何实现快速迭代？[J]. 管理评论, 2022, 34(4): 328-341.

Xu Hui, Yu Chao, Wang Yajun. From Response to Leading: How a Platform can Achieve Rapid Iteration in Response to Environmental Jolts?[J]. Management Review, 2022, 34(4): 328-341.

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