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论文编号：	9404
作者编号：	1120110758
上传时间：	2017/6/21 12:04:25
中文题目：	基于行业结构和IS能力的平台企业竞争战略研究
英文题目：	Reasearch on Competitive Strategy of Platform Provider Base on Industry Architecture and IS Capability
指导老师：	吴晓云
中文关键字：	平台战略，行业结构，IS能力，环境不确定性，动态能力，绩效
英文关键字：	Platform Strategy; Industry Architecture;IS Capability; Environment Uncertainty; Dynamic Capability; Performance
中文摘要：	20世纪90年代以来，互联网和信息技术的飞速发展带动全球经济进入新一轮变革。新技术的普及使得企业传统的生产和运营方式发生深刻改变，产业边界不断模糊，传统单向垂直流向的产业链已经逐渐被网状结构所替代。一些平台企业通过向双边（或多边）用户提供商品或服务，迅速取得了成功。在移动互联网时代，平台战略成为很多企业快速成长的有力武器。中国政府已经将“互联网+”列为国家战略，以期利用信息通信技术让互联网与传统行业通过平台进行深度融合，带动国民经济的转型升级。 平台是企业创造价值的重要途径，拥有一个成功的平台也成为企业创造竞争优势的主要手段。平台企业作为双边市场中最重要的微观经济主体，有其自身的运行方式和特点。在网络经济条件下，企业如何利用平台战略来实现自身的快速成长对理论和实践来说都是个值得关注的问题。现有的关于平台竞争战略的研究，多是从双边市场及网络经济的特性出发，针对某一个行业或某一企业的平台竞争行为进行分析，缺乏一个理论框架将这些竞争策略以内在的逻辑整合在一起，对实践的指导作用不足。 基于上述背景，本文试图通过从平台企业竞争战略的影响因素和影响机制出发，研究平台战略的实施对企业绩效的影响。在交易成本理论、资源基础观、双边市场理论和动态能力的基础上，通过对国内外平台战略相关文献的梳理和总结，结合平台企业运营的特征，确定行业结构和IS能力作为影响平台战略制定的前置因素，环境不确定性和动态能力作为调节变量，构建了平台企业竞争战略研究的概念模型。即从企业所处的行业环境和自身具备的能力两个角度出发，研究企业如何制定平台战略。在此基础上，探讨平台战略实施对企业绩效的影响。 围绕上述研究主题，本文进行了以下研究工作：第一，从现实和理论两个方面讨论了平台战略的研究意义，并提出了研究思路；第二，对近十年有关平台战略的研究文献进行了系统梳理和总结，发掘出行业结构和IS能力两个研究视角，并对其进行了文献研究；第三、在文献研究的基础上，将平台战略归纳为平台成长战略和平台扩张战略，以行业结构和IS能力作为前置因素建立起本文的研究概念模型，讨论并提出研究假设；第四，确定研究样本，设计和修正调研量表，组织进行问卷调研；第五，对调研获取的数据进行分析，对研究假设进行实证检验，并对结果进行说明。 通过上述工作，本文得出以下研究结论：第一，行业结构和IS能力是平台企业制定竞争战略的重要影响因素，但IS能力的战略地位还未引起足够重视；第二，平台战略是网络经济条件下企业的重要战略选择，实施时要注重平台结构的设计，平台扩张战略受行业结构的影响相对要小；第三，平台战略是企业在激烈竞争中获得竞争优势的手段，但要综合的评价战略实施的效果。 本文的理论贡献主要体现在：第一，从独特的视角构建了以行业结构和IS能力为前置因素的平台战略研究模型，把平台战略放在一个更开阔的框架下进行研究。对平台企业在制定战略时针对不同的行业和自身能力的做出正确的决策更有指导意义；第二，创新性的从战略实施的目的和影响范围的角度出发将企业平台战略归纳为平台成长战略和平台扩张战略，便于平台企业在经营中根据自身的情况进行决策参考；第三，针对平台企业的特点，从用户忠诚、市场份额和财务三个方面对企业绩效进行综合测量和评价；第四，从理论上建立了行业结构与平台战略之间的联系，并提出行业结构的测量维度，丰富了平台战略的研究体系。
英文摘要：	Since the 1990s, the rapid development of Internet and information technology has driven the global economy into a new round of revolution. The popularity of new technology makes the traditional production and operation method of enterprise into a profound change and industry boundary goes unclear. The traditional one-way vertical industry chain has been gradually replaced by network structure. Some platform-enterprise realized rapidly success through providing goods or services to bilateral or multilateral users. In the era of mobile Internet, the platform strategy has become a powerful weapon of many enterprises with rapid growth. The "Internet +" has been set as the national strategy of Chinese government, in order to use information and communication technologies to encourage the deep cooperation and integration between the Internet enterprise and the traditional industries through platform and drive the transformation and upgrading of the national economy. Platform is an important way to create value. To have a successful platform has become a major means of enterprises to create competitive advantage. As the most important microscopic economic entity in bilateral market, platform enterprise has its own operation mode and features. Under the condition of network economy, how to make use of the platform strategy to achieve rapid growth is worth of attention from the respective of theory and practice. Existing research on platform strategy mainly focus on the features of bilateral market and the characteristics of network economy and analysis on a single industry or an individual enterprise. The lack of a theoretic framework which can integrate the logic of competition strategy cannot give feasible guidance on practice. Based on background discussed above, this article would analyze the influence of the implementation of the platform strategy on corporate performance through the factors and mechanism of the platform strategy. On the basis of transaction cost theory, resource-based view, bilateral market theory, dynamic capability and the summary of domestic and overseas literature regarding platform strategy, combine the characteristics of platform business operation, this paper put the industry architecture and IS capability as predisposing factors and environmental uncertainty and dynamic capabilities as a moderator variable, build a conceptual model for enterprise platform strategy research. In another word, the research on how to develop the platform strategy by enterprise from the environment in which the enterprise operates and the ability owned by the enterprise. On this basis, this article would analyze impact on enterprise performance by platform strategy. This article conducts the following research work. First, it discuss the significance of the platform strategy from two aspects of theory and practice research and put forward the research method. Second, it systematically review and summarize the research literature regarding platform strategy during the past decade and raise the industry architecture and IS capability as two research perspectives and carries on the literature research. Third, on basis of literature study, extend the platform strategy into platform growth strategy and platform expansion strategy, take industry architecture and IS capability as predisposing factors to establish concept model of this paper, discuss and put forward research hypothesis. Fourth, determine the sample, design and modify research scale, organize the questionnaire research. Fifth, analyze the survey data, do empirically research of the hypothesis, and explain the results. Through the above work, this paper has reached following conclusions. First, industry architecture and IS capability are the important factors affecting the platform strategy established by the enterprises, but the strategic position of IS ability has not caused enough attention. Second, the platform strategy is one of the important strategic choices for enterprises under the condition of network economy. The design of the platform structure should be place importance on implementation. And the influence of industry architecture on platform expansion strategy is relatively small. Third, the platform strategy is important means by the enterprise to gain competitive advantage. But the comprehensive evaluation of the effect of strategy implementation should be performed. Theoretical contribution of this paper include: First, from a unique angle of view to build the platform strategy research model on the predisposing factor of industry architecture and IS capability, put the platform strategy in a wider framework for research. This will have more guiding significance for platform enterprise to make right decision according to different industries and their own capability .Second, this paper conclude platform strategy as platform growth strategy and platform expansion strategy from the perspective of the purpose and scope of strategy implementation, it is advantageous for the platform enterprises to make decisions according to their own business situation. Third, according to the characteristics of the platform enterprise, this paper comprehensively measure and evaluate the enterprise performance by the user loyalty, market share and financial performance. Fourth, establish a theoretical link between industry architecture and platform strategy, and brings forward the measurement dimensions of industry architecture, this will enrich the research system of platform strategy.
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