摘要
跨边网络效应被认为是平台企业增长的"密钥",但知识付费平台企业普遍面临"一边用户持续增长反而引发另一边用户逃离"的跨边网络效应衰减困境。本文尝试剖析跨边网络效应的衰减机制与治理策略。根据知识付费平台"优先做需方、再做供方"和"优先做供方、再做需方"两种不同的启动思路,将平台划分为社区型和商超型。理论抽样"知乎"和"得到"做归纳式案例研究,发现:知识付费平台具有极强的知识创新属性,其持续增长需要在平台内实现知识高效转化,构建起"隐性知识显性化—显性知识联合化—显性知识隐性化—隐性知识共同化"的供需相互促进、螺旋上升的闭环,但各知识转化过程均面临一边用户持续增长给另一边用户带来价值损失的问题。社区型平台的供方持续增加,会给需方带来信息过度冗余、产品过度多样和认知过度分散等问题;商超型平台的需方持续增加,则会给供方带来需求过度宽泛、群体过度分裂和参与过度被动等问题。这些问题导致搜寻成本、决策成本或参与成本的增加以及情感收益、功能收益或社交收益的减少,进而触发跨边网络效应衰减。知识付费平台跨边网络效应衰减的治理需要知识管理和平台治理的二元协同,前者主要作用于降低收益的减少,后者主要作用于减少成本的增加。知识转化过程中平台企业可分别采取"多中有精、散中有优、乱中有序、群中有首"的治理策略。结合产业全链路数字化趋势,本文针对知识创新属性日益增强的平台企业提出了"分类定位""瓶颈识别""必要张力""智能优化治理"等管理启示。
Cross-side network effect is considered as the"key"of platform’s growth.However,knowledge payment platform enterprises are generally faced with the attenuation of cross-side network effect,that is"the continuous growth of the users in one side wouldn’t promote the growth of users in the other side,but will cause them to flee away."This paper attempts to analyzes the atenuation mechanism and governance strategy of cross-side network effect.Based on two ways to launch:first demand and then supply;first supply and then demand,this paper divides knowledge payment platform into two types:community-based platform and commerce-based platform.This research selects Zhihu and Dedao as representative cases of these two types by theoretical sampling and found that the knowledge payment platform owns a strong nature of innovation,and its continuous growth is realizing the effective knowledge conversion,ultimately constructing the spiraling closed loop which is consist of"externalizationcombination-internalization-socialization"and making the supply-side and demand-side reinforce each other.However,every stage of knowledge conversion would be faced with the problem that the continuous growth of users on one side brings value loss to users on the other side.The continuous growth of the supply of community-based platform will bring the excessive of information redundancy,production diversity and cognition decentralization.The continuous growth of the demand of commerce-based platform will bring the excessive of demand broadness,group fragmentation and participation passive.These problems will cause the cost of search,decision,participation increase and the benefit of emotion,function,social decrease,then trigger the attenuation of cross-side network effect.The governance strategy of cross-side network effect attenuation for knowledge payment platform needs the synergy of knowledge management and platform governance.Knowledge management plays a role in reducing the decrease of benefit,while platform governance plays a role in reducing the increase of cost.The platform can adopt the following strategies in the process of knowledge conversion:"having essence in the diversification,having excellence in the dispersion,having order in the chaos,and having leader in the group".In the end,this article combined with the trend of digitalization and full links of the industry to provide insights for platform enterprises whose knowledge innovation attributes are enhancing,including"positioning based on classification""bottleneck identification""necessary tension"and"intelligent optimal governance".
作者
王节祥
高金莎
盛亚
陈弘泽
WANG Jie-Xiang;GAO Jin-sha;SHENG Ya;CHEN Hong-Ze(Sthooll of Busins Adinistaion d Zngjing Gonghang Uniesity,Hanghou 310018,China;Group of Manufacturing of Wanvick University,Warwickshire CV47AL,UK)
出处
《中国工业经济》
CSSCI
北大核心
2020年第6期137-154,共18页
China Industrial Economics
基金
国家社会科学基金一般项目“科技创新平台的利益相关者动力与协调机制研究”(批准号19BGL028)。
