平台企业社会责任:逻辑起点与实践范式

本文沿着“认知—行为—评价”的基本思路,基于平台属性与平台情境的异质性,通过推演出四个核心命题厘清平台企业社会责任的一般性与特殊性,实现平台企业社会责任逻辑起点的正本清源。在此基础上,从“目的属性—内容嵌入”和“组织情境—主体选择”两种视角解构了传统社会责任实践范式的内容构面,并基于“情境选择—战略导向—平台基础”三维框架,将平台企业社会责任实践范式归结为“平台嵌入式”“平台嫁接式”“平台撬动式”与“平台新创式”四种类型。本文的研究为重新认识平台企业社会责任提供了一种新的逻辑框架,为平台企业更好地开展社会责任实践提供了新的范式选择思路。

Corporate Social Responsibility of Platform Enterprises:Logical Origin and Practical Paradigm

Since entering the 21st century,with the accelerated application of new technological paradigms under the new round of industrial revolution,the internet platform has been embedded in a large number of products,projects,enterprises and market operations,becoming a new link system driving platform economy and sharing economy.The internet platform enterprises become the main micro organization carrier of platform economy and sharing economy.In the new economic form,on the one hand,Internet platform enterprises become the main micro organization carrier of the new economic form change.A fundamental feature of platform enterprises different from traditional enterprises is that platform enterprises effectively link the supply side and demand side of the market based on their own Internet platform interface,and can realize the same side network effect and cross side network effect that traditional enterprises have not realized under the theory of two-sided market.However,a series of phenomena of lack of social responsibility and dissimilation behavior emerge in endlessly,which can be divided into three levels:the lack and dissimilation of social responsibility of individual level of platform enterprises,users level,and mixed level of platform individuals and users.The continuous lack and alienation of social responsibility of platform enterprises accelerate the research on the social responsibility of platform enterprises in academia and industry,and lead to a series of academic topics to be further studied,that is,what is the social responsibility of platform enterprises compared with traditional enterprises?What are the new paradigms of platform CSR practice?Why does the lack and alienation of platform corporate social responsibility emerge in endlessly?How should social responsibility of platform enterprises be effectively managed?This paper comprehensively examines the underlying logic of social responsibility of platform enterprises,and answers why platform enterprises need to bear social responsibility,and clarifies the content dimension and governance mode of platform corporate social responsibility.Firstly,from the perspectives of enterprise nature,platform attribute,platform system and platform enterprise role,this paper analyzes and deconstructs the logical starting point of social responsibility of platform enterprises,and advances four core propositions:proposition 1:the logical starting point of the legitimacy of platform corporate social responsibility lies in the recognition of the essential attributes of enterprises,that is,platform enterprises have the essential attributes of general enterprises,and are inseparable and mutually integrated organizations of economic attributes and social attributes.Proposition 2:the logical starting point of platform corporate social responsibility content lies in the cognition of platform nature and platform corporate nature.Proposition 3:the logical starting point of platform corporate social responsibility governance lies in the recognition of platform system.In fact,platform system is the coupling of business ecosystem and social ecosystem.Proposition 4:the logical starting point of platform enterprise social responsibility evaluation lies in the cognition of platform enterprise role.In fact,platform enterprise can be regarded as an individual and the multiple coupling of organization.Secondly,this paper further discusses the consensus of the platform corporate social responsibility practice paradigm,and systematically deconstructs the platform corporate social responsibility practice paradigm.According to the three-dimensional framework of“context selection,strategy orientation and platform foundation”,this paper classifies various social responsibility performance paradigms into four main paradigms:“platform embedded”,“platform prying”,“platform grafting”and“platform innovation”.There are differences and connections among the four types of platform corporate social responsibility practice paradigms.When selecting and applying platform enterprises,they need to comprehensively consider multiple factors,such as platform evolution life cycle stage,platform corporate social responsibility strategic orientation,social responsibility cognition,platform resource base,platform corporate influence and risk bearing capacity.Finally,we suggest that the research on platform corporate social responsibility still needs to be comprehensively deepened from the basic theory,the driving factors of social responsibility,the value effect and the evaluation system.