中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2015年
7期
41~47
,共null页
平台模式 类型学 特征 共性
平檯模式 類型學 特徵 共性
평태모식 류형학 특정 공성
platform business model;taxonomy research;characteristics
目前,尽管平台模式的经济地位和学术价值已无可争议,但相关研究却一直处于混乱无序状态。因此,有必要从分类学角度,构建平台模式的多层次分类体系并对每类代表性平台模式进行描述和表征,进而提炼、挖掘平台模式特征和共性,对这些共性与特征加以诠释和案例佐证。通过平台模式分类体系的构建以及对代表性平台模式的概述与表征,可提炼出平台模式的一些共性与特征,即网络和信息技术是平台模式崛起的催化剂;以需求匹配为导向的服务功能是平台模式竞争的核心;资源配置与整合对平台模式具有重要战略意义;平台模式容易导致垄断和寡头的出现;平台间竞争既可能来自于同业,也可能来自于异业;平台模式特别是其早期阶段定价机制独特;同业平台间赢利方式不同甚至迥异;线上平台与线下实体间互补与融合趋势明显且正在加速。
目前,儘管平檯模式的經濟地位和學術價值已無可爭議,但相關研究卻一直處于混亂無序狀態。因此,有必要從分類學角度,構建平檯模式的多層次分類體繫併對每類代錶性平檯模式進行描述和錶徵,進而提煉、挖掘平檯模式特徵和共性,對這些共性與特徵加以詮釋和案例佐證。通過平檯模式分類體繫的構建以及對代錶性平檯模式的概述與錶徵,可提煉齣平檯模式的一些共性與特徵,即網絡和信息技術是平檯模式崛起的催化劑;以需求匹配為導嚮的服務功能是平檯模式競爭的覈心;資源配置與整閤對平檯模式具有重要戰略意義;平檯模式容易導緻壟斷和寡頭的齣現;平檯間競爭既可能來自于同業,也可能來自于異業;平檯模式特彆是其早期階段定價機製獨特;同業平檯間贏利方式不同甚至迥異;線上平檯與線下實體間互補與融閤趨勢明顯且正在加速。
목전,진관평태모식적경제지위화학술개치이무가쟁의,단상관연구각일직처우혼란무서상태。인차,유필요종분류학각도,구건평태모식적다층차분류체계병대매류대표성평태모식진행묘술화표정,진이제련、알굴평태모식특정화공성,대저사공성여특정가이전석화안례좌증。통과평태모식분류체계적구건이급대대표성평태모식적개술여표정,가제련출평태모식적일사공성여특정,즉망락화신식기술시평태모식굴기적최화제;이수구필배위도향적복무공능시평태모식경쟁적핵심;자원배치여정합대평태모식구유중요전략의의;평태모식용역도치롱단화과두적출현;평태간경쟁기가능래자우동업,야가능래자우이업;평태모식특별시기조기계단정개궤제독특;동업평태간영리방식불동심지형이;선상평태여선하실체간호보여융합추세명현차정재가속。
At present,though there is no more argument about the academic value and economic position of platform business model,the related research is still very disordered. So,it is necessary to build the multi-level system of platform business model and describe the characteristics of that from the perspective of taxonomy. And based on this,all these common features should be explained with representative case evidence. Some of the characteristics and common features are:network and IT is the catalyzer for the rising of platform business model;the demand-matching-oriented service function is the core of competition of platform business model;resources distribution and integration is of great strategic significance for this platform business model;platform business model will lead to the emerging of monopoly and oligopoly;competition among these platforms will be both intra-industry or inter-industry;the pricing mechanism of platform business model,especially at the primary stage,is unique;the pattern of profit earning among platforms in the same industry will be quite different;the trend of complementing and integrating between online platform and offline physical stores will be accelerated.