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数字平台创业如何突破机会资源的双重约束? 被引量:15

How to break through the double constraints of opportunity resources for digital platform entrepreneurship?
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摘要 基于数字平台赋能的创业受到业界关注,但创业者如何借助数字平台突破创业机会资源双重约束尚未得到揭示。本文从平台赋能与价值共创的整合视角,结合机会资源一体化开发理论,选取基于小米数字平台的4家创业企业为主分析单元做嵌入式多案例研究。研究发现:在需求识别阶段,创业者借助数字平台的知识赋能与数据赋能,促进与创业服务商的价值共创,实现机会资源一体化识别,突破机会资源识别约束;在产品开发阶段,借助数字平台技术赋能与供应链赋能,促进与技术开发商与供应商的价值共创,实现机会资源一体化利用,突破机会资源利用约束;在市场推广阶段,借助数字平台品牌赋能与渠道赋能,促进与用户及渠道商的价值共创,实现机会资源一体化拓展,突破机会资源拓展约束。本文揭示了数字平台创业突破机会资源双重约束提升创业绩效的过程“黑箱”,丰富数字情境下的创业理论。 In the digital context,entrepreneurs’entrepreneurial methods based on digital platform empowerment have attracted the attention of the industry,but how entrepreneurs can use platforms to break through the dual constraints of entrepreneurial opportunities and resources to achieve a higher entrepreneurial success rate has not yet been revealed.From the perspective of platform empowerment and value co-creation,and combined with the integration of opportunity and resource development theory,this article selects four entrepreneurial companies based on the Xiao Mi digital platform as the main case analysis unit to do embedded multi-case research.The main answer is:how to break digital platform entrepreneurship double constraints of opportunity resources?The study found that:In the need identification stage,entrepreneurs have difficulty in accessing massive users and scientific evaluation opportunities,and there are opportunities to identify constraints;and resources are faced with knowledge resource constraints and information resource constraints.The digital platform provides professional talent services to build a knowledge platform.Knowledge empowerment and data empowerment are through data integration and information transmission.It promotes value co-creation with entrepreneurial service providers,such as joint pain point mining and evaluation,portraying user portraits.Through the resource-driven opportunity identification and opportunity-driven resource identification,they can realize the integrated identification of opportunity and resources,and break through the constraints of opportunity-resource identification,and achieve innovation performance.In the product development stage,entrepreneurs lack the corresponding key technologies,high development costs,and face opportunity constraints and supply chain resource constraints.Through the construction of the IoT platform and the grafting of voice technology,they can reduce the cost of intelligence,enable technology,and help obtain high-quality products.The platform can supply chain resources,improve higher premium capabilities;It promotes value co-creation with technology developers and suppliers,conducts AI co-construction,joints research and development,linkages innovation,and realizes opportunity and resource integration through resource-driven opportunity utilization and opportunity-driven resource utilization;and they can break through the constraints of opportunity-resource utilization,and achieve product performance.In the marketing stage,entrepreneurs lack brand effect and face brand communication constraints on opportunities.At the same time,because of high distribution costs,weak distribution competition and low promotion efficiency,they face distribution channel constraints.Entrepreneurs rely on digital platform brand empowerment to establish with users trust,but with the help of channel empowerment,they can carry out online channel expansion and offline channel layout.It promotes value co-creation with users and channel vendors,conducts evaluation interaction,and realizes the integration of opportunity and resources.Through resource-driven opportunity expansion and opportunity-driven resource expansion,they can breakthrough opportunities-resource expansion constraints,and achieve market performance.It reveals the"black box"of how entrepreneurs use digital platforms to achieve high entrepreneurial performance,and it enriches the theory of digital contextual entrepreneurship.
作者 周文辉 阙琴 ZHOU Wen-hui;QUE Qin(Business School,Central South University,Changsha 410083,China)
机构地区 中南大学商学院
出处 《科学学研究》 CSSCI CSCD 北大核心 2022年第5期896-905,共10页 Studies in Science of Science
基金 国家自然科学基金面上项目(71974210) 国家自然科学基金重大项目(72091313) 湖南省自然科学基金面上项目(2021JJ30889)
关键词 数字平台创业 机会资源约束 平台赋能 价值共创 机会资源一体化 digital platform entrepreneurship opportunity-resource constraint platform enabling value co-creation opportunity resource integrationy
作者简介 周文辉(1967-),男,湖南长沙人,教授,博士,研究方向为平台赋能与价值共创;通讯作者:阙琴(1997-),女,湖南益阳人,硕士研究生,研究方向为数字平台创业。E-mail:queqin163@163.com。
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