平台-社群商业模式构建及其动态演变路径——基于海尔、小米和猪八戒网平台组织的案例研究

伴随着海尔、小米通过向大众赋能促使大众与企业进行价值共创的平台组织模式,以及猪八戒网等向大众赋能的众包模式在全球范围内逐渐兴起,诸如管理权矛盾、创新不足、利润下滑等企业自身束手无策的问题频频出现,这是否意味着可以从企业的合作方,即大众的角度分析和解决这类困境?本文通过海尔、小米和猪八戒网的多案例研究,从社群价值出发,构建了基于个体需求价值和隐性冗余价值的平台-社群商业模式。首先,基于隐性冗余价值的碎片化、内隐性和差异化特征,推导出大众社群化、价值共创化的必然趋势。其次,总结出由社群价值密度、社区专业化、社群迭代率和社群聚合度四个维度构成的社群组态,并由此归纳出社群生态。最后,通过对海尔、小米和猪八戒网三个企业商业模式面临问题的分析,建立了以社群价值的最优区分转变为“导火索”,继而引发社群生态特点的变化,从而最终引发平台-社群商业模式动态变化的商业模式演变路径。基于此路径,揭示了类似平台化企业商业模式出现问题的原因。

Platform-community Business Model:Based on the Case of Haier Platform Organization,Mi Network Community and ZBJ. COM Crowdsourcing Platform

With the development of the information technology,the platform organizationshave gradually emerged on a global scale.This kind of new organizations aim for value sharing between the public community and the enterprises.In China,there are several outstanding platform organizations which grab the scholars and the public s attention.For example,those were built by Haier and Mi and ZBJ.COM.Haier empowered its employees to establish new businesses within the company and they have incubated Thunderobot,which is a new technology company.Mi created MIUI system and makes full use of the fans ability to make improvement of the utility of the system.ZBJ.COM which is the crowdsourcing model aims at empower the community,there are millions of individuals,companies try to meet their own needs through the help of ZBJ.COM.However,with the development of such kind of business model,some problems that the enterprises cannot solve by themselves.Those problemsincluding the contradiction of management rights,lack of innovation and falling profits have occurred frequently.Previous researches tried to bring forwardseveral solutions.There are two perspectives:the first perspectivetried to solve these problems through researching the enterprises themselves,like the operating mechanism,organization structures and the company s ability;anotherperspective tried to learn how to better use the resources come from the communities,like from the knowledge flowing and marketing perspectives.However,these two streams did not touch the nature of such kind of business model.That is who is the actual value creation subject.It means that we should change the direction and try to analyzed and resolved such dilemmas from the perspective of the company s partners.Since the fundamental value creation partner in this kind of business model is the community,we should not only focus on the function of the community as some kind of low-price resources,we should focus more on the fundamental function of community for the whole business model.According to the practice problems and theoretical gaps,our researchbrings forward our core question:first,where does the value in the community come from;second,what are the characteristics of community value;third,how does community characteristics influence the construction of the platform-community business model;moreoverin the process of platform organization and community value co-creation,how does the development and change of both sides influence each other and in turn influence the configuration of this business model.Due to our questions is about how and why,weadopted multi-cases study as our overall strategy.We coded all the data at first to answer the question of where is the community s value come from and its characteristics.Then we coded again to answer the question of what is the community characteristics.At last,based on the frame of business model,we solve the function of community characteristics for the business model and explain the evolution of this kind of business model.Through coding and in-depth research,our research made the key contribution is we built a platform-community business modelthrough the multi-cases research of Haier,Mi and ZBJ.COM.This platform-community business model is based on the individual demand value and implicit redundancy value.Firstly,based on the fragmented,implicit and differentiated characteristics of implicit redundancy value,the inevitable trend of mass community and value creation is derived.Secondly,the community configuration of community value density,community specialization,community iteration rate and community aggregation degree are summarized,and then concluded the community ecology.Thirdly,through the analyzation of the problem that Haier,Mi and ZBJ.COM had,the author established the dynamic path of the platform-community business model:the optimal differentiation of community values,the community ecology and the platform business model.Finally,this research revealed the reasons for the crises of this kind of business model and give some instructions and strategy suggestion for the practice of platform-community business model.