基于平台包络视角的平台生态系统竞争优势构建路径研究

通过对美团的发展历程和平台包络路径进行案例研究,梳理平台企业向平台生态系统演化过程中,如何通过平台包络战略获取竞争优势。研究发现,生态系统情境中竞争优势的构建路径与传统企业存在差异,平台包络战略通过“以用户需求为起点,利用横向包络和纵向包络获取互补性资源,最终实现全系统协同”路径获取竞争优势;平台利用相同组件进行包络,促进供给端效率性协同产生,进而实现供给端范围经济;利用重合的用户群体进行包络,激发需求端价值性协同产生,从而实现需求端范围经济,并通过用户数据资源的积极共享与深度使用,实现全系统协同,最终完成竞争优势构建;平台发起包络战略的过程也是平台向平台生态系统演化的过程,其中横向包络助益平台扩大用户规模,推动平台演化进程。

Competitive Advantage Building Mechanism of Platform Ecosystem from the Perspective of Platform Envelopment

This article uses Meituan as a case to figure out how platform companies can gain competitive advantage through platform envelopment strategy. The research found that:In the context of the ecosystem, the way to build competitive advantage is different from that of traditional enterprises. The platform envelopment strategy takes users' needs as the starting point, then acquires complementary resources through horizontal and vertical envelopment, and finally achieves system synergy to gain competitive advantage;The platform uses the same components to envelope so as to promote efficient synergy on the supply side, thereby realizing the scope economy of supply-side; uses overlapping user groups to envelope and stimulates value synergy to achieve economies of scope of demand-side, and through using users' data resources, to achieve system-wide synergy, and finally complete the construction of competitive advantage;The process of platform envelopment strategy is also the evolution process from platform to platform ecosystem, in which the horizontal envelopment helps the platform expand the installed base and accelerate the evolution of the platform.