Abstract
Abstract
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.
Key Words: Platform Strategy; Market Characteristics; Strategic Choice; Competitive
Strategy; Trading Network
II

目录
目录
第一章 绪论 .............................................. 1
第一节 研究背景与意义.............................................1
1.1.1 研究背景........................................................... 1
1.1.2 研究意义........................................................... 2
第二节 研究问题与研究内容.........................................3
1.2.1 研究问题........................................................... 3
1.2.2 研究内容........................................................... 3
第三节 研究目的与方法.............................................4
1.3.1 研究目的........................................................... 5
1.3.2 研究方法........................................................... 5
第二章 相关理论综述 ...................................... 7
第一节 平台与平台商业模式.........................................7
第二节 网络经济理论...............................................8
第三节 竞争战略与平台战略理论.....................................8
2.3.1 经典竞争战略理论................................................... 8
2.3.2 平台战略理论....................................................... 9
第四节 细分市场与交易过程理论....................................10
2.4.2 市场细分与市场选择理论............................................ 10
2.4.2 交易过程理论...................................................... 10
第三章 交易类平台公司战略选择现象与理论分析 ............. 12
第一节 市场特征与战略选择的现象..................................12
3.1.1 交易类平台公司的界定.............................................. 12
3.1.2 平台所服务市场的特征.............................................. 13
3.1.3 平台竞争与战略选择................................................ 16
第二节 理论构建..................................................17
3.2.1 “控制”还是“撮合”-平台公司的两种战略倾向....................... 17
3.2.2 商品与交易过程特征对战略倾向的影响................................ 19
III

目录
3.2.3交易网络特征对战略倾向的影响...................................... 21
3.2.4核心理论框架...................................................... 23
第三节战略选择的影响与能力支撑..................................25
3.3.1战略选择的影响.................................................... 25
3.3.2战略选择的能力支撑................................................ 25
3.3.3市场变迁与战略演进................................................ 26
3.3.4理论扩展.......................................................... 29
第四章案例分析 ......................................... 30
第一节案例选择与数据分析........................................30
4.1.1案例选择.......................................................... 30
4.1.2案例简介.......................................................... 30
4.1.3数据收集.......................................................... 33
4.1.4数据分析.......................................................... 33
第二节案例纵向分析..............................................36
4.2.1荔枝APP.......................................................... 36
4.2.2喜马拉雅.......................................................... 38
4.2.3京东.............................................................. 39
4.2.4阿里.............................................................. 41
第三节案例横向分析..............................................43
4.3.1商品特征对比分析.................................................. 43
4.3.2交易过程对比分析.................................................. 44
4.3.3市场性质和网络规模的比对分析...................................... 45
4.3.4网络结构对比分析.................................................. 46
第五章案例分析结果与管理启示 ........................... 48
第一节案例分析结果讨论..........................................48
5.1.1理论模型的验证结果................................................ 48
5.1.2理论模型的修正与补充.............................................. 48
第二节管理启示..................................................50
第三节对交易类平台公司战略选择的建议............................51
第六章结论、可能的创新、局限与展望 ..................... 54
IV
。。。以下略