CAJ | 학술논문

随着技术革新及消费行为的改变，单向直线式的线性渠道已逐渐由拥有多结点开放创新功能的平台所替代。开放创新、用户协同创新成为企业获取竞争优势的新路径。本文以淘宝网为个案，剖析了其平台主体结构、用户平台创业的双元嵌入路径．分析了TOP主平台、运营推广双辅平台的运行载体，概括了平台开发、双边市场及混合型三大类用户创业模式．创新性地提出了平台领导与用户创业协同发展的嵌入式开放创新模型．丰富和发展了开放创新理论体系。在此基础上．本文提出了培育体系竞争力驱动平台领导开放创新．提升用户平台创业能力驱动多线性平台嵌入．构建多主体协同创新驱动传统企业电子商务平台化转型的发展建议。
수착기술혁신급소비행위적개변，단향직선식적선성거도이축점유옹유다결점개방창신공능적평태소체대。개방창신、용호협동창신성위기업획취경쟁우세적신로경。본문이도보망위개안，부석료기평태주체결구、용호평태창업적쌍원감입로경．분석료TOP주평태、운영추엄쌍보평태적운행재체，개괄료평태개발、쌍변시장급혼합형삼대류용호창업모식．창신성지제출료평태령도여용호창업협동발전적감입식개방창신모형．봉부화발전료개방창신이론체계。재차기출상．본문제출료배육체계경쟁력구동평태령도개방창신．제승용호평태창업능력구동다선성평태감입．구건다주체협동창신구동전통기업전자상무평태화전형적발전건의。
With the technological innovation and changes in consumer habits, the one-way linear channel has been gradually replaced by platform, which has a function of multiple-node and open innovation. Open innovation and user collaborative innovation has become a new path for enterprises to gain competitive advantages. This paper conducts a case study of Taobao analyzing its platform structure and dual-embedded paths for user entrepreneurship, base on which operation carriers of TOP main platform and operation-promotion dual auxiliary platform are proposed, and three categories of user entrepreneurship modes platform development, two-sided markets and mixed type--are summed up. And then, this paper puts forward a collaborative model of platform leadership and user entrepreneurship based on embedded open innovation. Thereby, it enriches and develops the theory of open innovation. In the end, basing on the above theory analysis and case study, this paper proposes to foster system competitiveness to realize open innovation of platform leadership, improve user platform entrepreneurial competencies to realize muhi-linear platform embedded, and conduct muhi-subject collaborative innovation to drive transformation for e-commerce of traditional enterprises.