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论文编号：	15462
作者编号：	1120201073
上传时间：	2025/6/12 0:26:56
中文题目：	平台赋能下消费产品企业的运营策略
英文题目：	The Operation Strategies for Consumer Firms under Platform Empowerment
指导老师：	李勇建教授
中文关键字：	平台赋能；运营策略；消费者行为；网络效应
英文关键字：	platform empowerment; operation strategy; consumer behavior; network effect
中文摘要：	平台为企业价值创造与实现提供新动能，但同时也对企业运营提出全方位的新挑战。具体来说，平台改变了以消费者为核心的多种关系，包括“消费者-企业”、“消费者-消费者”、“消费者-产品”、以及“消费者-开发者”关系。关系的转变带来“向哪销售？”、“如何销售？”、以及“如何设计”等一系列现实问题，从而迫使企业调整原本针对市场流通、品牌消费、产品设计环节的运营策略。基于此，本论文聚焦于平台赋能下消费产品企业运营策略的转型这一关键科学问题，按照“价值获取-价值创造”自下而上的研究逻辑，基于博弈论模型逐步分析企业在市场定位、消费者行为应对、产品供需两端设计的研究问题。具体的研究内容与结论总结如下： 首先，本论文针对“向哪销售？”的问题，探究了平台下沉市场的进入策略研究。针对多产品在多市场中的定位问题，本论文重点刻画不同市场产品销售的交互影响，结合不同市场中消费者的禀赋差异，产品质量以及生产成本等关键要素，最终揭示企业在面对多市场时的最优市场定位策略。主要结果表明，企业最优的市场定位策略主要取决于平台新市场的消费者禀赋和产品的生产成本。随着新市场消费者支付意愿的增加或产品生产成本的降低，企业应更积极地进入新市场。首先是部分产品进入，然后是产品线进入。重要的是，本文进一步揭示了定位策略与质量决策之间的相互作用。当考虑质量决策时，即使产品生产成本相对较高，企业也应更积极地进入新市场。而当产品生产成本相对较低时，企业应该保守地定位产品，甚至放弃新市场。 其次，本论文针对“如何销售？”的问题，剖析了消费者行为对于企业利润的影响以及交互机制，并探究了可行的应对策略。针对基于平台的新型消费者行为，本论文关注转售行为和学习行为对企业利润造成的双向牵引力，重点剖析其中权衡，并针对权衡的决定因素进一步设计可行的应对策略。主要结果表明，转售行为不仅产生直接影响（增值效应和侵蚀效应），还通过影响消费者的等待行为引发间接影响，从而加剧了转售行为对企业的负面影响。而学习行为主要会对高生产成本的企业造成伤害，特别是当消费者缺乏耐心时。有趣的是，只有当消费者有耐心且生产成本适中时，两种行为的结合才对企业有利（即“1+1>1”）。企业可以从平台扶持、消费者引导和产品更新三个不同角度着手应对消费者行为。 再次，本论文针对“如何设计需求端”的问题，剖析用户社区构建与产品销售之间的内在影响关系，以明确产品和社区的相对重要性。针对用户社区平台对于产品销售逻辑的颠覆，本论文从同边网络效应，产品质量和升级成本等要素入手，分析由于产品更新所导致的社区内部分化，以及更新换代策略与用户社区平台构建策略之间的权衡，并最终分析部分社区平台在抑制社区分化方面的有效作用。研究结果表明，由于网络效应的聚集作用，用户社区平台的构建可能会阻碍新一代产品的引入。为此，企业需更积极的采用替换更新策略，从而避免社区的内部分化。但是，“部分”社区可以有效减轻“全”社区所带来的负面影响。在网络效应和产品差异化较低的情况下，“部分”社区相较于“全面”社区成为主导策略。 最后，本论文针对“如何设计供给端”的问题，对比分析了集成不同软件平台实现价值共创的模式，并重点剖析实践中自主研发平台转型的失败原因。针对软件平台的集成选择，本论文重点刻画自主研发平台与开源平台之间的兼容性特征，从开发者和用户两端交互入手，揭示企业的盈利模式。研究结果表明，制造商在集成软件平台时需格外谨慎，“死亡之谷”的存在可能导致企业集成自主研发平台的失败。硬件设备与软件平台之间的互补关系可能也会适得其反，提高硬件质量反而会使转型更加困难，原因在于撇脂定价与网络效应之间可能存在潜在冲突。在应对策略方面，论文证明培育供应端（如辅助开发）是走出“死亡之谷”的有效方法，而在需求端进行营销（如提升软件和硬件的感知效用）反而会使“死亡之谷”的底部更深。 综上所述，本论文针对平台对于企业价值链各环节的赋能，自价值链下游至上游逐步探究价值实现与价值创造各环节的运营策略转型。在理论层面，本论文针对多市场中多产品的定位、转售和学习行为对企业的影响机理、同边网络效应与产品更新换代间的内在作用、以及跨边网络效应与平台定价能力的权衡等挑战，给出基于博弈模型的理论见解，为相关领域研究做出贡献。同时，针对平台经济下企业运营的核心挑战，本论文能够帮助企业更全面的解构现实挑战，同时也给出值得借鉴的理论指导。
英文摘要：	The platform economy disrupts traditional organizational forms and poses challenges to all aspects of firm operations. Specifically, platforms have transformed consumer-centric relationships, including “consumer-firm”, “consumer-consumer”, “consumer-product”, and “consumer-developer” relationships. The shift in relationships brings the questions “Where to sell?”, “How to sell?” and “how to design”, forcing firms to adjust their operation strategies for market distribution, brand consumption, and product design. Based on this, this dissertation focuses on the key scientific issue of transforming the operation strategies of consumer firms under the empowerment of platforms, and gradually analyses the research issues of firms’ market positioning, consumer behavior response, and product design at both supply and demand sides according to the bottom-up research logic of “value acquisition-value creation”. The specific research contents and conclusions are summarized as follows: First of all, this dissertation explores the research on the entry strategy of platform sinking market for the problem of market positioning transformation. For the positioning of multiple products in multiple markets, this dissertation focuses on portraying the interaction effects of product sales in different markets, combining the endowment differences of consumers in different markets, product quality and production costs and other key factors, and ultimately revealing the optimal market positioning strategy of firms in the face of multiple markets. The main results show that the optimal market positioning strategy of a firm mainly depends on the endowment of consumers in the new market of the platform and the production cost of the product. As consumers’ willingness to pay in the new market increases or product production costs decrease, firms should enter the new market more aggressively. This starts with partial product entry, followed by product line entry. Importantly, we further reveal the interaction between positioning strategies and quality decisions. When quality decisions are considered, firms should enter new markets more aggressively even when product production costs are relatively high. In contrast, when product production costs are relatively low, firms should position their products conservatively or even abandon new markets. Secondly, this dissertation addresses the issue of consumer behavior response, analyses the impact of consumer behavior on firm profits and the interaction mechanisms, and explores feasible response strategies. With respect to the new consumer behaviors based on platforms, this dissertation focuses on the two-way traction of reselling and learning behaviors on firms’ profits, analyzes the trade-offs, and designs feasible coping strategies to address the determinants of the trade-offs. The main results show that reselling behavior exacerbates the negative impact of reselling on firms not only directly (value-added and erosion effects) but also indirectly by influencing consumers’ waiting behavior. Learning behavior, on the other hand, mainly harms firms with high production costs, especially when consumers lack patience. Interestingly, the combination of the two behaviors is only beneficial to firms when consumers are patient and production costs are moderate (i.e., “1+1>1”). Firms can approach consumer behavior from three different perspectives: platform support, consumer guidance and product updates. Thirdly, this dissertation analyses the intrinsic relationship between user community building and product sales in order to clarify the relative importance of product and community, with regard to the design of the demand side of the product. In order to address the subversion of the logic of product sales by user community platforms, this dissertation starts from the same-side network effect, product quality and upgrading cost, analyses the internal division of the community due to product upgrade, and the trade-off between the upgrade strategy and the user community platform construction strategy, and ultimately analyses the effective role of partial community platform in suppressing the division of the community. The findings suggest that the construction of user community platform may hinder the introduction of new generation products due to the aggregation of network effects. As a result, firms need to be more proactive in adopting replacement strategies to avoid internal community fragmentation. However, a “partial” community can effectively mitigate the negative impact of a “full” community. With weak network effects and product differentiation, the “partial” community becomes the dominant strategy compared to the “full” community. Finally, this dissertation compares and analyses the modes of integrating different software platforms to achieve value co-creation, and focuses on the reasons for the failure of the transformation of self-developed platforms in practice, with regard to the design of the supply side of the product. This dissertation focuses on portraying the compatibility characteristics between self-developed platforms and open-source platforms, and revealing the profit model of firms from the interaction between developers and users. The results show that firms need to be very careful when integrating software platforms, and the existence of the “valley of death” may lead to the failure of integrating self-developed platforms. The complementary relationship between hardware devices and software platforms may also be counterproductive, as improving hardware quality may make the transition more difficult due to potential conflicts between skimming pricing and network effects. In terms of coping strategies, the dissertation demonstrates that nurturing the supply side (e.g., assisted development) is an effective way out of the “valley of death”, while marketing on the demand side (e.g., improving the perceived utility of software and hardware) can deepen the bottom of the “valley of death”. In summary, this dissertation focuses on the empowerment of platforms for the firms’ value chain, and gradually explores the transformation of operation strategies for each segment in the value realization and value creation process from the downstream to the upstream of the value chain. At the theoretical level, this dissertation provides theoretical insights based on game models to address the challenges of positioning multiple products in multiple markets, the mechanism of reselling and learning behaviors on firms, the intrinsic roles between the same-side network effect and product replacement, as well as the trade-offs between the cross-side network effect and the pricing power of platforms, so as to contribute to the research on related fields. At the same time, to address the core challenges of firm operation under the platform economy, this dissertation can help firms to more comprehensively deconstruct the real challenges, and also provide worthwhile theoretical guidance.
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