平台企业商业模式的本质及特殊性

摘要

商业模式研究命题的确立与平台企业在社会经济中的迅速崛起，引起了学术界对平台模式本质及特殊性的高度关注。模型化是目前学术界在平台模式研究中广泛采用的一种表达方法，但这种表达方法存在重要素罗列、轻关系建构的不足。鉴于此，文章利用扎根理论提取平台模式的24个核心要素，进而利用UCINET网络关系分析工具量化分析24个核心要素间的关系及重要性，建构包含基础模块、服务模块、交易模块、价值模块在内的平台模式架构模型。研究发现，作为商业模式的一种，应基于平台模式的价值逻辑本质、价值关系的复杂性、价值传递与价值分配在整个商业模式中的重要性以及价值逻辑各环节的分离特性，进行平台企业商业模式设计与创新。%The establishment of business model as a research proposition and platform enterprise’s rising in social economy attracts academic attention to the essence and particularity of the platform model. Modeling is a widely used way of expressing platform enterprise business model in current academic research,but this expression method is insufficient. To solve this problem,this research firstly uses grounded theory to extract 24 core elements of platform model,and then uses the networking system analysis tool UCINET to analyze quantitatively the relation between all these 24 core elements. A constructural platform business model is established accordingly,which including such four modules as basic module,service module,transaction module and value module. It is found that,the design and innovation of business model of platform enterprises should be based on the essence of value logic,the complexity of value relation,the importance of value delivering and distribution in the overall business model,and the separation of every section of value logic.