平台竞争中后发者的赶超策略研究——资源基础理论视角

Research on the Surpassing Strategy of the Latecomer in the Platform Competition—The Perspective of Resource Basis Theory

摘要: 随着数字产品和在线内容的出现，平台已经逐渐成为学术研究的热点，学者们对平台相关的策略越来越感兴趣，特别是竞争优势的出现和持续，并重点关注企业战略和行动。在资源基础理论方面，平台企业如何通过利用注意力资源来部署所需的策略现有文献鲜有涉足。本研究聚焦于竞争性平台的演化，采用纵向对比双案例分析法研究抖音如何通过注意力资源的管理赶超快手，从而获得竞争优势，打破快手作为先发平台的垄断地位。通过这一实例分析数字化平台竞争的过程中后发者通过合理利用注意力资源赶超先发者这一过程，确定注意力资源在数字化平台建立竞争优势过程中的重要作用。

Abstract: With the advent of digital products and online content, platforms have gradually become a focus of academic research, and scholars are increasingly interested in platform-related strategies, especially the emergence and sustainability of competitive advantages, and focus on corporate strategies and actions. In terms of resource-based theory, there is little existing literature on how platform firms deploy the required strategies by using attentional resources. This study focuses on the evolution of competitive platforms and uses longitudinal comparison and double case analysis to study how Douyin can catch up with Kuaishou through the management of attention resources, so as to gain competitive advantages and break the monopoly position of Kuaishou as the first mover platform. Through this example, the analysis of the attention resources in the process of competing on the digital platform strategically used by latecomers to surpass first movers determines the significant role of the attention resources in the process of establishing the competitive advantage of the digital platform.