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论文编号：	12811
作者编号：	2320190555
上传时间：	2021/12/9 13:45:12
中文题目：	市场特征对交易类平台公司战略选择的影响 —基于多案例的研究
英文题目：	Influence of Market Characteristics on Strategic Choice of Trading Platform Companies – Based on Multi-case Study
指导老师：	林润辉
中文关键字：	平台战略；市场特征；战略选择；竞争战略；交易网络
英文关键字：	Platform Strategy; Market Characteristics; Strategic Choice; Competitive Strategy; Trading Network
中文摘要：	平台经济在全球范围内带来颠覆式的影响，平台和平台模式已经成为不可忽视的商业形态。双边市场理论和网络组织理论是主要的理论基础。当前对于平台商业模式和竞争战略的研究集中于：平台与传统公司价值模式的不同；平台对其他平台实施的包络和防止被包络；开放与联合合作伙伴形成生态系统，加强对外部资源的利用和持续创新。 目前的研究更关注于网络效应、平台生态对平台竞争和平台公司绩效的影响，对于平台之间的异质性关注的较少，平台公司战略选择的差异及其背后原因尚存在理论空白。本文从平台公司具有不同战略选择倾向这一现象出发，根据平台公司对交易环节和生产消费过程介入程度的不同，将平台战略分为“深服务战略”和“浅服务战略”两类。分析不同平台公司所服务市场的特点，将市场特征细分为商品特征、交易过程特征和交易网络特征并将这些特征参数化，试图说明这些特征通过影响平台公司“深服务意愿”和“深服务能力”，进而决定了平台公司战略选择的作用机理。 最终得到“低档的、交易复杂度高的、交易网络分散的大规模大宗市场，平台公司更倾向于采用‘浅服务战略’；高档的、交易复杂度低的、交易网络集中的小规模利基市场，平台公司更倾向于采用‘深服务战略’”这一主要结论。并在此基础上，综合考虑平台企业不同战略选择的影响、不同战略所需的资源能力支撑等战略决策的影响因素，形成一系列关于平台公司战略选择原因、机理、影响和实施的相关推论。以动态视角，分析了政治、经济、社会、技术等环境因素变化而导致的市场变迁和平台公司的战略演进，说明不同战略所造成的路径依赖的特点。 通过对京东、阿里、喜马拉雅和荔枝4家不同市场特征的交易类平台公司进行了案例内纵向和跨案例横向分析，在验证理论模型的同时，对理论做适当的扩展和补充，并总结了案例分析的结果。文中并不局限于以上的案例，结论和研究方法对于其它类型的平台公司也有一定的解释力。
英文摘要：	Platform economy has brought subversive influence on a global scale. Platform and platform business model have become a business form that can' t be ignored. Two-sided Market Theory and Network Organization Theory are the main theoretical basis. At present, the research on platform business model and competitive strategy focuses on: The difference of value model between platform and traditional company; Platform Envelope strategy; Ecosystem and sustainable innovation. The current research pays more attention to the impact of network effect and platform ecology on platform competition, and less attention to the heterogeneity between platforms. There is still a theoretical gap in the differences of platform companies' strategic choices and the reasons behind them. Starting from the phenomenon that platform companies have different strategic choice tendencies, and according to the different degree of involvement of platform companies in transaction links, production and consumption processes, this thesis divides the platform strategy into "deep service strategy" and "shallow service strategy". This thesis analyzes the characteristics of markets, subdivides the characteristics into commodity, transaction process and transaction network characteristics, and parameterizes these characteristics, trying to explain the mechanism that these characteristics determine strategic choice by affecting the " Willingness" and "Ability" of platform companies. The core conclusion is: In the "low-grade, high transaction complexity and decentralized trading network" large-scale bulk market, the platform companies prefer to adopt the "shallow service strategy"; Conversely, platform companies prefer to adopt the "deep service strategy". On this basis, comprehensively consider the impact of different strategic choices and the capacity support required by different strategies, and get a series of inferences. From a dynamic perspective, this thesis analyzes the market changes and the strategic evolution caused by the changes of environmental factors such as economy, society, politics and technology, and explains the characteristics of path dependence caused by different strategies. Four companies are selected for in-depth case analysis, trying to expand and expand the theory.
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