互联网平台形成的演化机制——基于韩都衣舍的案例研究

摘要

平台型增长已成为数字化时代企业重要的成长方式.当前,众多企业面临着从传统增长方式向平台型增长方式的转型难题.本研究基于动态能力理论视角,探讨了从产品价值创造到平台价值创造的演化过程,并构建了平台形成的演化机制理论框架.研究发现:①企业动态能力的演化是促进平台形成的核心驱动力,在不同的演化阶段,动态能力的不同维度驱动了从产品到平台的价值创造方式的演变;②平台形成演化路径分为三个阶段,分别是基于快速迭代能力驱动的产品价值创造阶段、基于平台整合能力驱动的平台体系形成阶段以及基于生态圈建构能力驱动的平台价值创造阶段;③平台形成的演化结果体现为价值创造方式的演变.在价值角色、价值行为和价值体现上,产品的价值创造和平台的价值创造都表现为不同的内容,本研究对此进行了对比和讨论.据此,本研究形成了一个包含演化动力、演化路径以及演化结果的平台演化机制理论框架.研究结论进一步丰富了平台理论和动态能力理论的相关研究,对当前数字环境下企业如何实施平台转型战略具有实践指导意义.%Platform growth has become an important growth mode of enterprises in the digital era. At present,many enterprises are facing the problems of transformation from traditional growth to platform growth.Based on platform theory and dynamic capability theory,this research dis-cusses the evolution process from product value creation to platform value creation,and con-structs the theoretical framework of the evolution mechanism of platform formation.The re-search finds:First of all,the evolution of enterprise dynamic capability is the core driving force for promoting platform formation.At different evolution stages,different dimensions of dynamic capabilities drive the evolution of value creation methods from products to platforms.Secondly, platform evolution path can be divided into three stages,namely,the stage of rapid iteration abil-ity to promote the product value creation,the stage of platform integration ability to promote platform system formation and the stage of ecosystem construction capacity to promote the plat-form value creation.Thirdly,the evolution of platform formation reflects the evolution of value creation.In terms of role,behavior embodiment in value creation,the value creation of the prod-uct and the value creation of the platform are different.The paper makes a comparison between the differences,followed by a discussion of the issue.Accordingly,this study forms a theoretical framework of platform evolution mechanism including evolutionary dynamics,evolutionary paths and evolutionary results.It further expands and deepens the research on platform theory and dy-namic capability theory,and has guidance significance for similar practices during the implemen-tation of platform transformation strategy under current digital environment.