Effectiveness of Ecosystem Strategies for the Sustainability of Marketplace Platform Ecosystems
Effectiveness of Ecosystem Strategies for the Sustainability of Marketplace Platform Ecosystems
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DOI：
10.3390/su11205866
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发表时间：
2019-10-02
期刊：
影响因子：
3.9
通讯作者：
Takenaka, Takeshi
中科院分区：
文献类型：
--
作者：
Inoue, Yuki;Hashimoto, Masataka;Takenaka, Takeshi
物流公司等实体中介公司是市场平台生态系统的基础。本研究介绍了主要物流公司从日本市场平台撤出所造成的交付危机的情况。为了解决这一问题，本研究考虑应用“生态系统战略”。在这种情况下，我们将生态系统战略定义为“平台所有者与物流公司合作以标准化物流服务并提供平台系统以改善它们之间的合作的战略”。我们构建了一个基于代理的模拟系统定制的数据集的日本平台为基础的市场，以测试所提出的策略的有效性。结果表明，生态系统战略的引入推迟了崩溃的开始。它还使平台用户数量增加了约1.10倍，使物流公司的总利润增加了约1.22倍。此外，它消除了平台用户和物流公司利润之间的权衡关系，并允许两者的最大化。本研究通过定义包括物理中介公司在内的生态系统战略，并验证生态系统进化和可持续性战略的有效性，为平台生态系统的研究流程做出了贡献。
Physical intermediary firms, such as logistics firms, are the foundation of marketplace platform ecosystems. This study introduces the case of a delivery crisis caused by the withdrawal of major logistics firms from the Japanese marketplace platform. To address such a problem, this study considers the application of an "ecosystem strategy". We define an ecosystem strategy in this situation, as "the strategy by which the platform owner cooperates with logistics firms to standardize logistics services and provides a platform system to improve cooperation among them". We constructed an agent-based simulation system customized by a dataset of Japanese platform-based markets to test the effectiveness of the proposed strategy. The results indicate that the introduction of the ecosystem strategy postponed the start of the collapse. It also increased the number of platform users by roughly 1.10 times and increased the total profits of logistics firms about 1.22 times. Additionally, it removed the trade-off relationship between platform users and the profits of logistics firms and allowed the maximization of both. This study contributed to the research stream of platform ecosystems by defining an ecosystem strategy, including physical intermediary firms, and verifying the effectiveness of the strategy for ecosystem evolution and sustainability.