管理评论

管理评论 ›› 2024, Vol. 36 ›› Issue (5): 276-288.

• 案例研究 • 上一篇    

数字平台的二元治理模式——价值共创视角下的探索性案例研究

唐方成1,2, 裴利娟1, 董彩婷3, 宋玉涛4   

  1. 1. 北京化工大学经济管理学院, 北京 100029;
    2. 北京航空航天大学经济管理学院, 北京 100191;
    3. 重庆工商大学工商管理学院, 重庆 400067;
    4. 北京服装学院研究生院, 北京 100029
  • 收稿日期:2023-04-21 发布日期:2024-06-06
  • 通讯作者: 董彩婷（通讯作者），重庆工商大学工商管理学院讲师，博士。
  • 作者简介:唐方成，北京化工大学经济管理学院教授，博士生导师，博士；裴利娟，北京化工大学经济管理学院博士研究生；宋玉涛，北京服装学院研究生院讲师，博士。
  • 基金资助:
    国家自然科学基金面上项目(72072008)；中央高校基本科研业务费专项资金项目(buctrc201804)；北京化工大学一流学科建设专项资金项目(XK1802-5)。

Binary Governance Mode of Digital Platforms-An Exploratory Case Study from the Perspective of Value Co-creation

Tang Fangcheng1,2, Pei Lijuan1, Dong Caiting3, Song Yutao4   

  1. 1. School of Economics and Management, Beijing University of Chemical Technology, Beijing 100029;
    2. School of Economics and Management, Beihang University, Beijing 100191;
    3. School of Business Administration, Chongqing Technology and Business University, Chongqing 400067;
    4. Graduate School of Beijing Institute of Fashion Technology, Beijing 100029
  • Received:2023-04-21 Published:2024-06-06

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摘要： 数字经济催生了大量的新技术，深度变革了数字平台的发展环境与互动方式，重构了数字平台的治理模式和治理机制。如何管理参与者实现价值共创，推动平台健康发展成为数字平台治理的核心问题。本文基于价值共创视角，探讨了数字平台的治理模式和治理机制。通过对数字孪生领域的领先数字平台——51WORLD的纵向案例研究，本文提出了融合数字治理与非数字治理的二元治理模式。在初创阶段，平台所有者采取资源整合机制和声誉治理机制，激发参与者进行价值共创的能力和意愿，实现基础性价值共创。在成长阶段，平台所有者采用技术适配机制和多边信任机制，提升参与者进行价值共创的能力和意愿，实现扩展性价值共创。在成熟阶段，平台所有者采用技术共享机制和利益承诺机制，强化参与者进行价值共创的能力和意愿，实现持续性价值共创。通过深入分析发现，数字治理与非数字治理之间既具有互补关系，也具有强化作用，数字治理能提升参与者的价值共创能力，非数字治理能激发参与者的价值共创意愿，二者共同促进参与者价值共创的实现。研究结论揭示了数字平台治理的多维结构，深化了数字治理与非数字治理之间的关系认知，为发展数字平台治理理论、丰富治理机制内涵做出了理论贡献，并为数字平台治理提供了新的视角和理论支撑。

关键词: 数字平台, 二元治理模式, 治理机制, 价值共创

Abstract: The digital economy has given rise to numerous new technologies, deeply transforming the development environment and inter-action mode of digital platforms, and reconstructing their governance modes and mechanisms. The core issue of digital platform govern-ance lies in how to manage participants for value co-creation and promote healthy platform development. Based on the perspective of value co-creation, this paper explores the governance modes and mechanisms of digital platforms. Through a longitudinal case study of 51WORLD, a leading digital platform in the digital twinning field, this paper proposes a binary governance mode that integrates digital and non-digital governance. In the initial stage, platform owners employ resource integration mechanisms and reputation governance mechanisms to stimulate participants' capabilities and willingness for value co-creation, thus achieving foundational value co-creation. In the growth stage, platform owners utilize technology adaptation mechanisms and multilateral trust mechanisms to enhance participants' capabilities and willingness for value co-creation, thus achieving scalable value co-creation. In the mature stage, platform owners employ technology sharing mechanisms and benefit commitment mechanisms to reinforce participants' willingness and capabilities for value co-creation, thus realizing sustained value co-creation. Through in-depth analysis, we find that digital governance and non-digital governance have both complementary and reinforcing effects, with digital governance enhancing participants' ability for value co-creation and non-digital governance stimulating their willingness for value co-creation, both of which jointly promote the realization of value co-creation by participants. The research conclusion reveals the multi-dimensional structure of digital platform governance, deepens our un-derstanding of the relationship between digital and non-digital governance, contributes to the development of digital platform governance theory and the connotation of governance mechanisms, and provides a new perspective and theoretical support for digital platform govern-ance.

Key words: digital platform, binary governance mode, governance mechanisms, value co-creation