Openness Governance Of Trading Platform Enterprise And Value Co-creation

Under the background of the production orientates business fading away,platform,a new business model,brings more ideals on trade matching and value co-creation between firms and customers.The essence of the platform lies in the fact that the platform enterprise and the platform supplier users create value together and provide the user with a complete transaction and service experience.As the core of the platform,the platform enterprise naturally plays the role of the administrator.The realization of the platform's main value is inseparable from the platform enterprise's governance of the platform.Since the core of platform management is to relax the system to stimulate user activity while maintaining the overall control of the system,openness is the key to the tension control of the platform.Because the trading platform has the functions and characteristics of "connection"attribute and supply and demand matching,it is more practical and guiding significance.Therefore,this paper focuses on the governance strategy of this type of platform.This paper employs two-case study method to discuss how trading platform enterprise realizes value co-creation via openness governance when platform grows.The result shows that(1)the various stages of the life cycle development of trading platforms will face different dilemmas.(2)For the development problems at different stages of the platform,the strategies of openness governance adopted by trading platform companies are different.(3)With the implementation of openness governance,the value of platform,enterprise and user can be achieved at all stages,which promotes the smooth evolution of the platform and the sustainable competitive advantage.Specifically,platform faces the problem of cold boot at first,and platform enterprise needs high degree of openness governance,such as discount,investment and service support,to build relationships between sellers and buyers.While the platform growing,it will be a fierce competition that the enterprise chooses lower degree of openness and filter users to keep stability and make it a symbiosis relationship.Platform maturity faces the solidification problem,and enterprise needs high degree of openness again to expand the market and innovation,to contribute to the firms with customers and finish the self-renewal.The contribution of this paper lies in(1)opening up the black box of platform enterprise openness governance and value co-creation relationship,and constructing the corresponding theoretical framework.(2)Absorbing classical theories such as openness and value creation,and expanding research on platform and platform governance.(3)Exploring the path mechanism of openness governance and value co-creation from a dynamic perspective.The theoretical results obtained have certain practical guiding significance for the platform corporate governance behavior in reality.