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| Understanding the Core Mechanism of Platform Strategy:the Concept Evolution,Measurement Methods and Research Frontiers of Network Effects |
| Wang Jiexiang1,Wang Yamin1,He Jinjiang2 |
| (1.School of Business Administration，Zhejiang Gongshang University,Hangzhou 310018,China；2.School of Public Affairs，Zhejiang University，Hangzhou 310058，China) |
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Abstract Although a large number of studies have been based on the platform,they have not incorporated the core features of the "network effect" platform into the analysis and modeling,making this kind of research lack of theoretical depth.This paper combined the methods of bibliometric and content analysis to sort out the related research on network effects.It is found that the network effect research has experienced three theoretical evolutions,that is,the evolution of the same-side network effect to the cross-edge network effect,and what is the network effect to the network.What effect does the effect evolve,and the positive effect of the network evolves toward the negative effects of the network.The three major evolutions can also be seen in the measurement of network effects and industry contexts.Combined with keyword mutation analysis,the latest research on network effects has begun to shift from focusing on the “consequences” of network effects to “proactive causes”.Combined with the latest research trends of strategic management,this paper proposes that the future network effect precaution research can be carried out from four levels: individual behavior,relationship embedding,population ecology and institutional environment.Especially with the platform model extending from the Consumer Internet to the Industrial Internet,the role and stimulation of the network effect is a very important research topic.
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Received: 16 January 2020
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