6902 
7037近年来，平台网络管理的“尽快长大”战略不断受到质疑，而聚焦网络协同的研究取得了巨大的进展。发掘这两类理论背后的范式及其适用情境有助于完整地认识平台网络的运行规律。本文从上述理论中抽象出双边市场范式和系统竞争范式，前者强调利用交叉网络效应扩大平台网络规模，后者强调协调网络运行创造最终用户价值。通过对比分析淘宝、易趣两个C2C平台以及阿里软件、八百客两个在线软件平台，本文提出了两种范式的适用条件：双边市场范式适用于网络复杂性低、平台间竞争强度高的情境；系统竞争范式适用于网络复杂性高、平台间竞争强度低的情境。本文通过构建一个考虑平台网络规模和协调性的网络成长模型，解释了不同情境下每种平台管理范式成功或失败的原因，从而将两种范式统一在一个理论框架下，深化了对平台网络的理解。从实践应用方面来看，识别不同范式的适用条件有助于提升平台管理决策的适用性。
平台网络管理的“情境—范式”匹配模型
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引用本文
杜玉申, 杨春辉. 平台网络管理的“情境—范式”匹配模型[J]. 外国经济与管理, 2016, 38(8): 27–45.
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