平台经济模式的发展与合法性建构——以武汉市网约车为例
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摘要
新兴平台经济模式的出现重构了传统市场的交易机会、利润来源及分配格局,挑战了传统的市场结构、运营模式和治理机制。基于合法性视角对武汉市网约车市场进行考察,探讨新模式如何从出租车市场固有的制度模式和利益藩篱中发展起来的路径,可以发现:网约车平台通过建构基于用户体验的认知合法性和"补贴换市场"战略迅速占据了较大市场份额,也因对原有市场秩序和运作机制的破坏而遭遇旧市场主体抵制,并面临管制合法性和规范合法性危机;国家和地方政府的政策调整虽然承认了网约车的合法市场地位,但严苛设定的市场准入条件也限制了其发展空间。平台经济模式的兴起本质上是过剩资本借助新兴信息技术和大数据进行逐利的新途径,借助"互联网+"推动传统行业的转型需以市场优化和增加全社会福祉为目标来寻求多样化的创新性治理模式。
The emergence of the platform business model reconstructs the trading opportunities,profit sources and distribution patterns of the traditional market,and challenges its structure,operating model and governance mechanism.Based on the perspective of legitimacy,the investigation of Wuhan's online car-hailing market provides a realistic path to explore how this new model develops from the inherent institutional model and interests pattern of the taxi market.While online car-hailing platform quickly occupied a large market share by constructing the cognitive legitimacy based on user experience and the"subsidy for market"strategy,it also encountered resistance from the old market actors due to the destruction of original market order and operational mechanism,and faced crisis of regulation legitimacy and normative legitimacy.Although the policy adjustments of the state and local governments acknowledge the legal market position of online car-hailing,the strict market access conditions still limit its development space.In essence,the rise of the platform business model is a new way for surplus capital to obtain benefits with the emerging information technology and big data.Promoting the transformation of traditional industries with the help of"Internet+"requires the pursuit of diversified and innovative governance models with the goal of market optimization and increasing social well-being.
The emergence of the platform business model reconstructs the trading opportunities,profit sources and distribution patterns of the traditional market,and challenges its structure,operating model and governance mechanism.Based on the perspective of legitimacy,the investigation of Wuhan's online car-hailing market provides a realistic path to explore how this new model develops from the inherent institutional model and interests pattern of the taxi market.While online car-hailing platform quickly occupied a large market share by constructing the cognitive legitimacy based on user experience and the"subsidy for market"strategy,it also encountered resistance from the old market actors due to the destruction of original market order and operational mechanism,and faced crisis of regulation legitimacy and normative legitimacy.Although the policy adjustments of the state and local governments acknowledge the legal market position of online car-hailing,the strict market access conditions still limit its development space.In essence,the rise of the platform business model is a new way for surplus capital to obtain benefits with the emerging information technology and big data.Promoting the transformation of traditional industries with the help of"Internet+"requires the pursuit of diversified and innovative governance models with the goal of market optimization and increasing social well-being.
引文
(1)Chase,R.,Peers Inc.:How People and Platforms are Inventing the Collaborative Economy and Reinventing Capitalism,New York:Public Affairs,2015.
(1)Sundararajan,A.,The Sharing Economy:The End of Employment and the Rise of Crowd-Based Capitalism,Cambridge:The MIT Press,2016,p.69.
(2)Srnicek,Nick,“The Challenges of Platform Capitalism:Understanding the Logic of a New Business Model”,Juncture,23
(4),2017,pp.254-257.
(3)沈原:《序》,载符平《市场优势与制度环境》,中国社会科学出版社2018年版。
(4)滴滴研究院:《中国智能出行2015大数据报告》(电子出版物),2016。
(1)详见《网络预约出租汽车经营服务管理暂行办法》,交通运输部令2016年第60号。
(2)Meyer,J.W.and B.Rowan,“Institutionalized Organizations:Formal Structure as Myth and Ceremony,American Journal of Sociology,83(2),1977.
(3)周雪光:《组织社会学十讲》,社会科学文献出版社2003年版,第74-75页。
(4)Suchman,M.C.,“Managing Legitimacy:Strategic and Institutional Approaches”,Academy of Management Review,20(3),1995.
(5)[美]斯科特:《制度与组织---思想观念与物质利益》,姚伟、王黎芳译,中国人民大学出版社2010年版,第58-68页。
(6)吴清军、李贞:《分享经济下的劳动控制与工作自主性---关于网约车司机工作的混合研究》,《社会学研究》2018年第4期。
(1)[美]斯科特:《制度与组织---思想观念与物质利益》,姚伟、王黎芳译,中国人民大学出版社2010年版,第166页。
(2)武汉市人民政府办公厅:《武汉市网络预约出租汽车经营服务管理暂行实施细则》,2017。
(1)Preda,A.,Information,Knowledge,and Economic Life:An Introduction to the Sociology of Markets,New York:Oxford University Press Inc,2009,p.61.
(1)2015年1月7日,一名山东济南车主因使用滴滴专车载客,被认定为非法运营罚款2万元,车主诉至法院。
(1)Srnicek,Nick,“The Challenges of Platform Capitalism:Understanding the Logic of a New Business Model”,Juncture,23(4),2017,p.76.
(2)已有研究表明,大型互联网平台类企业垄断地位的相对稳定性和中小型互联网平台类企业进出市场的高度流动性共同形成了互联网行业特有的“分层式垄断竞争”市场结构,而垄断集中于大型互联网平台类企业的主营业务中。详见苏治、荆文君、孙宝文《分层式垄断竞争:互联网行业市场结构特征研究---基于互联网平台类企业的分析》,《管理世界》2018年第4期。
(3)王宁:《分享经济是一种改良运动---一个“市场与社会”的分析框架》,《广东社会科学》2018年第2期。
(1)Sundararajan,A.,The Sharing Economy:The End of Employment and the Rise of Crowd-Based Capitalism,Cambridge:The MIT Press,2016,p.69.
(2)Srnicek,Nick,“The Challenges of Platform Capitalism:Understanding the Logic of a New Business Model”,Juncture,23
(4),2017,pp.254-257.
(3)沈原:《序》,载符平《市场优势与制度环境》,中国社会科学出版社2018年版。
(4)滴滴研究院:《中国智能出行2015大数据报告》(电子出版物),2016。
(1)详见《网络预约出租汽车经营服务管理暂行办法》,交通运输部令2016年第60号。
(2)Meyer,J.W.and B.Rowan,“Institutionalized Organizations:Formal Structure as Myth and Ceremony,American Journal of Sociology,83(2),1977.
(3)周雪光:《组织社会学十讲》,社会科学文献出版社2003年版,第74-75页。
(4)Suchman,M.C.,“Managing Legitimacy:Strategic and Institutional Approaches”,Academy of Management Review,20(3),1995.
(5)[美]斯科特:《制度与组织---思想观念与物质利益》,姚伟、王黎芳译,中国人民大学出版社2010年版,第58-68页。
(6)吴清军、李贞:《分享经济下的劳动控制与工作自主性---关于网约车司机工作的混合研究》,《社会学研究》2018年第4期。
(1)[美]斯科特:《制度与组织---思想观念与物质利益》,姚伟、王黎芳译,中国人民大学出版社2010年版,第166页。
(2)武汉市人民政府办公厅:《武汉市网络预约出租汽车经营服务管理暂行实施细则》,2017。
(1)Preda,A.,Information,Knowledge,and Economic Life:An Introduction to the Sociology of Markets,New York:Oxford University Press Inc,2009,p.61.
(1)2015年1月7日,一名山东济南车主因使用滴滴专车载客,被认定为非法运营罚款2万元,车主诉至法院。
(1)Srnicek,Nick,“The Challenges of Platform Capitalism:Understanding the Logic of a New Business Model”,Juncture,23(4),2017,p.76.
(2)已有研究表明,大型互联网平台类企业垄断地位的相对稳定性和中小型互联网平台类企业进出市场的高度流动性共同形成了互联网行业特有的“分层式垄断竞争”市场结构,而垄断集中于大型互联网平台类企业的主营业务中。详见苏治、荆文君、孙宝文《分层式垄断竞争:互联网行业市场结构特征研究---基于互联网平台类企业的分析》,《管理世界》2018年第4期。
(3)王宁:《分享经济是一种改良运动---一个“市场与社会”的分析框架》,《广东社会科学》2018年第2期。