【作者】 曾艳；

【导师】 孙耀吾；

【作者基本信息】 湖南大学 ， 管理科学与工程， 2018， 硕士

【摘要】 “互联网+”背景下平台企业间相互合并现象日益盛行,如优酷与土豆网、滴滴出行与优步、去哪儿网与携程网等等。随着用户对信息共享、网上购物和软件下载等需求日趋多样化,平台企业逐渐意识到自身力量的局限性,以及加强开发者和用户对平台粘性的必要性,稍有不慎就有被强者吞并的风险。软件平台将以顾客多样化产品需求为目标,通过满足开发者的多层次需求来提高开发者的平台粘性和转换成本来规避已有开发者的流失问题,开发者进行应用软件的研发与创作,供用户下载与使用,并完成实际收益的转化。因此,软件平台对第三方开发者的吸引力可能直接对平台价值产生影响,即平台吸引力是影响平台价值增加的重要因素之一。在前人研究基础之上,本研究从开发者以开放数据资源使用效率为立脚点,对软件平台的构成与运营模式进行系统研究与分析。并且结合资源基础、开放式创新、平台和双边市场理论对平台吸引力的定义和内涵进行详细探讨,且加入开发者规模和平台开放度分别为中介和调节变量,共同探讨其对平台价值的影响机理。通过对比分析和实证研究发现,平台稳定性、用户规模和服务水平对平台价值有显著的正向影响,开发者规模在其间的中介作用也得到验证;平台开放广度正向调节开发者规模对平台价值的影响;但当开放深度处于较低水平时正向调节开发者规模对平台价值的影响而在较高水平时起到负向调节的作用及商业变现能力对平台价值的正向影响只得到部分支持,且开发者规模在商业变现能力影响平台价值的中介作用没有得到支持。本文为软件平台主导企业如何有效提高对第三方开发者的吸引力、平台对外开放过程中如何进行开放度选择等问题,促进平台开放式创新,提升平台,实现平台的可持续发展具有重要启示。更多还原

【Abstract】 Under the background of the “ Internet+ ”,the mergers among platform enterprises are becoming more and more popular,such as Youku and Tudou,Didi Taxi and Uber,Qunar and Ctrip and so on.The platform enterprises have been gradually realized their limitations,and the necessity of the developers and users on the platform of viscous.Taken by the stronger firms,the small one will occur the risk of annexation,The software platform may provide users with diversified products as the goal,meeting the kinds of developers demands,which can improve developers’ platform stickiness and conversion costs to avoid the loss of existing developers.Then,developers make application software development and creation.Finally,the users download it,that can turn to actual profit.From this perspective,the platform appearance to third-party developers may directly affect the platform value,that is to say,platform appearance is one of the most important factors that affect the growth of platform value.On the basis of previous research,this paper makes a systematic study and analysis on the composition and operation mode of software platform from the view of developers’ using open data resources avaliably.In addition,the definition and connotation of platform attraction are discussed in detail based on resource base,open innovation,platform and bilateral market theory,and join the developer scale as a mediating effect and platform openness as a moderating effect respectively,which affect mechanism on platform value.Through comparative analysis and empirical study,we can find that stability of the platform,user scale and the service level have significant positive influence on platform value,developers mediation role in scale or verified;The open width of the platform positively moderates the influence of developer scale on the platform value;But when open depth in a low level,it has a positive adjustment in developers scale affecting the value of the platform;When in a high level,it has an opposite influence.Thus,the moderation of open depth is only partly supported.Commercial liquidity has a positive impact on the platform value as well.Finally,the mediating effect of developer scale between commercial liquidity and platform value has been no supported yet.This paper for platform dominant firm how to improve the platform appearance of third-party developers,select the openness of the problems in the process of opening to the outside world,promote open innovation platform and liftplatform,which is of important enlightenment to the sustainable platform development.更多还原