摘要
阿里巴巴、支付宝、Google等网络平台在社会经济生活中扮演枢纽角色,它由基础设施、组件通信协议和交互规则构成,为市场参与各方提供交互的机制和通道。网络平台具有与传统企业迥然不同的经营模式和竞争动力学,如何根据平台产业的演化特征制定有效的平台企业发展战略是当前学术界研究的热点问题之一。本文从网络平台的市场动力学、网络平台的构成和设计战略、网络平台的垄断定价战略和网络平台的竞争战略四个方面综述国内外该领域的最新研究进展。最后,本文指出了中国政治经济背景和商业文化环境下网络平台管理特别需要研究的五个问题。
Network platforms, such as Alibaba, Alipay, Google, play hub roles in our social and economic life. Network platforms are composed of infrastructures, communication protocols between components and interactive rules, which also provide mechanisms and channels for marketing actors to interact. Network platform has radically different business pat- terns and competition dynamics compared with traditional companies. How to develop effective network platform strategy is one of the hottest research fields in current scholar community. This paper tries to survey the current research progress of this field from four aspects including marketing dynamics of network platform, structure and design strategy for net- work platform, monopoly pricing strategy for network platform and competition strategy for network platform. Lastly, this paper suggests five valuable research questions under the environments of political and economic backgrounds and busi- ness cultures in China.
出处
《预测》
CSSCI
北大核心
2009年第6期1-6,17,共7页
Forecasting
基金
浙江省自然科学基金资助项目(Y607001)
国家自然科学基金资助项目(70671070)
关键词
网络平台
设计战略
竞争战略
network platform
design strategy
competition strategy
