新創平台企業之發展模式：社會資本觀點

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Title:	新創平台企業之發展模式：社會資本觀點 The Development Model of a Startup of Platform: A Perspective of Social Capital
Authors:	林巧惠 LIN, CHIAO-HUI
Contributors:	經營管理學系
Keywords:	Grab;個案研究;共享平台;新創企業;社會資本理論 Grab;Case study;Social capital;Platform;Startup
Date:	2021-07-06
Issue Date:	2022-10-31 05:37:43 (UTC+0)
Publisher:	亞洲大學
Abstract:	數位科技環境下新創企業平台發展模式與策略為重要議題。過去有關平台的研究中，大多著重於創新擴散、平台開放性、平台社群服務等議題，且以社會資本的角度觀察觀察平台的議題大多是組織間互動協作以及社會資本影響的效果等，對於新創平台企業之動態演化發展模式較少深入探究。本研究目的為以社會資本觀點，建構新創平台企業的發展模式與演化歷程，其中社會資本包含結構、認知與關係等三構面。本研究採個案研究法，蒐集Grab從2012年至2020年間重要發展策略事件共計73件，研究分析架構為社會資本理論，進一步以探討平台新創企業作為核心，以每一策略事件為分析單元，採用文本分析法與內容分析法進行資料分析。獲得以下研究發現，新創平台企業之社會資本是以結構為核心，認知及關係為輔，其中結構比例呈穩定發展趨勢，認知比例呈現遞增趨勢，而關係比例呈現遞減趨勢；第二，新創平台企業發展策略強調多邊關係及科技應用，多邊關係推動平台生態系發展，而科技應用強化平台社會資本；第三，本研究提出建構新創平台企業發展策略矩陣，分別為平台多元服務策略、平台技術升級策略等四策略、平台跨業組織合作策略以及平台跨業技術整合策略，並且平台最終目的為朝向資源整合的平台跨業技術整合策略為目標。本研究在理論貢獻上最後補強現有研究缺口，最後提出管理意涵供實務管理者與產業政策制定者之參考。 The platform development model and strategy of startups in the digital technology environment are important topics. In the past research on platforms, most of them focused on issues such as the diffusion of innovation, platform openness, and platform community services, and from the perspective of social capital, most of the issues on the platform were inter-organizational interaction and collaboration and the effects of social capital. There is little in-depth exploration of the dynamic evolutionary development model of startup platform companies. The purpose of this research is to construct the development model and evolution process of a new platform enterprise from the perspective of social capital, in which social capital includes three dimensions: structure, cognition and relationship. This study adopts a case study method to collect a total of 73 important development strategy events of Grab from 2012 to 2020. The research and analysis framework is the theory of social capital, and the core is to explore platform startups. Take each strategic event as the analysis unit, and use text analysis and content analysis to analyze data. According to the following research findings, the social capital of a startup platform company is based on structure, supplemented by cognition and relationship. The proportion of structure shows a steady development trend, the proportion of cognition shows an increasing trend, and the proportion of relationship shows a decreasing trend; Second, the development strategy of new-creation platform enterprises emphasizes multilateral relations and technology applications, multilateral relations promote the development of platform ecosystems, and technology applications strengthen platform social capital.Thirdly, this research proposes to construct a matrix of development strategies for new startup platform enterprises, which are four strategies including platform diversified service strategy, platform technology upgrade strategy, platform cross-industry organization cooperation strategy, and platform cross-industry technology integration strategy, and the ultimate goal of the platform is the orientation The resource integration platform cross-industry technology integration strategy is the goal. In terms of theoretical contributions, the research finally fills up existing research gaps, and finally puts forward management implications for reference by practical managers and industrial policy makers.
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