Research On The Structure, Evolution And Role Of Internet Platform Governance Policy

Platform business model is changing the operating mechanism,transaction structure,speed,value creation forms of the traditional market.Internet platform has become one of the three basic structures of enterprise value activities.The platform business ecosystem emphasizes symbiosis and coexistence among members,and on this basis,the value is created and shared.The platform enterprises not only need to ensure the health of the system,but also face the threat of competition of the same business ecosystem,so they should effectively manage the system and evolve in real time according to the life cycle.Unlike the traditional vertical-chain business models,which relies on the negotiation to form a two-way contract for the allocation of information and resource.The development of the Internet platform business model mainly depends on the governance policies unilaterally formulated and implemented by the platform enterprises around their products or services.Effective governance policies can reduce future uncertainty of the platform business ecosystem.At present,the research mainly focuses on the government regulation,there is little discussion on how to manage the enterprise,and there is no effective policy theory system.On the basis of summarizing the literature related to value chain,business ecosystem and Internet platform governance,this paper deconstructs the governance mechanism of Internet platform from the perspectives of subject,behavior and policy,and then constructs the conceptual model of governance policy of Internet platform.The evolution path of governance policy on Internet platform is analyzed from the two dimensions of policy structure and population structure.In addition,this paper also chooses Alibaba retail e-commerce ecosystem and Lanting overseas e-commerce ecosystem as empirical cases to deeply analyze the evolution of governance policy on Internet platform and its mechanism.The enlightenment of ecosystem management is obtained.The results show that the platform enterprises mainly adopt governance policies such as subject qualification,behavior rules,pricing rules,rewards and punishments rules as well as population relationship coordination,so as to promote symbiosis and complementarity among commercial ecosystem populations.With the life cycle of the business ecosystem,its governance policy has evolved from user autonomy to mandatory intervention,showing the characteristics of multi-dimensional dynamic change.In addition,the platform governance policy indirectly affects the system stability by influencing the population value activities and species richness,that is,the effective governance policy has a positive effect on the population diversity,thereby enhancing the system stability;Ineffective governance policies have a negative effect on population diversity,thus weakening the stability of the system.It can be seen that the governance policy has a direct impact on the value creation and value sharing behavior of system members.The increasingly perfect policy system can promote system members to carry out value activities in an orderly manner and reduce the risk of future uncertainty in the system.