平台进入互补市场对平台竞争优势的影响

摘要/Abstract

摘要： 在平台生态系统中，平台进入互补市场的行为已日益受到理论界与产业界的广泛关注。为深入探究平台进入互补市场对平台企业竞争优势的影响，本文基于平台生态系统理论，应用扎根理论对京东物流和菜鸟物流进行双案例研究，结果表明：（1）平台用封闭的进入模式进入互补市场会降低平台开放度，使平台企业与互补企业产生较强的竞争效应，互补企业针对平台的服务创新减少；但这种排他性进入会增强平台生态系统中平台企业的主导地位，对平台治理是有利的。（2）平台用开放的进入模式进入互补市场会提高平台开放度，增进了互补企业的服务创新积极性，在网络协同效应的作用下，提升平台企业的发展速度，加速平台生态系统的扩展。研究结果丰富了平台生态系统理论，分析了平台进入互补市场的过程中，平台开放度的变化对平台企业及互补企业的作用，为平台的市场渗透与发展以及平台生态系统的治理体系构建提供了理论基础。

关键词: 平台, 互补市场, 平台开放度, 平台生态系统

Abstract: Platform entrying a complementary market in the platform ecosystem has been increasingly concerned by the theoretical and practical community. In order to explore the mechanism of how a platform's entry into a complementary market influences its competitive advantage, this paper studies the cases of JD Logistics and Cainiao Logistics, based on the platform ecosystem theory and grounded theory. The results show that: (1) platform entering a complementary market in an exclusive way will reduce the openness of the platform, resulting in a strong competitive effect between the platform and its complementors. Complementors' service innovation for the platform is reduced, but exclusive entry will enhance the dominant position of the platform, which is beneficial to platform governance; (2) platform entering a complementary market in the open way will enhance the openness of the platform and its complementors' enthusiasm for service innovation, and accelerates the development of the platform and platform ecosystem on the strength of network synergistic effect. The results enrich the platform ecosystem theory, reveal the role of platform openness changes in the process of platform entering complementary markets and provide a theoretical basis for platform's penetration into market and platform ecosystem's governance mechanisms.

Key words: platform, complementary market, platform openness, platform ecosystem

唐方成, 贾凯. 平台进入互补市场对平台竞争优势的影响[J]. 管理评论, 2023, 35(12): 228-238.

Tang Fangcheng, Jia Kai. The Effect of a Platform’s Entry into a Complementary Market on Its Competitive Advantage[J]. Management Review, 2023, 35(12): 228-238.

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