基于资源编排理论的电商生态系统演化机制研究——以抖音电商为例

Research on the Evolution Mechanism of E-Commerce Ecosystem Based on Resource Orchestration Theory—Taking Douyin E-Commerce as an Example

摘要: 电商生态系统演化机制缺乏系统的理论解释。本文以资源编排理论为框架，构建电商生态系统四阶段演化模型，并以抖音电商为案例展开研究。研究发现：抖音电商演化历经萌芽、成长、成熟、革新四阶段，分别以资源组合构建、资源捆绑形成能力、资源利用创造价值、资源重构为核心特征；其资源编排呈现“内容–流量–交易三环联动”的独特模式，内容资源为起点、流量资源为中介、交易资源为终点，三环动态循环、相互强化；平台功能从销售渠道向服务差异化、创新孵化、生态协调者演进，治理机制从契约治理向协同治理、生态治理、整体治理升级。本文为电商平台优化资源配置、推动生态系统可持续发展提供理论参考。

Abstract: The evolution of e-commerce ecosystems still lacks systematic theoretical explanation in existing research. This study adopts resource orchestration theory as the analytical framework, constructs a four-stage evolution model of e-commerce ecosystems, and conducts a case study of Douyin e-commerce. The findings show that Douyin e-commerce has evolved through four stages—germination, growth, maturity, and innovation—characterized by resource portfolio construction, resource bundling to form capabilities, resource leveraging to create value, and resource restructuring. Its resource orchestration exhibits a unique “content - traffic - transaction” three-circle linkage model, in which content resources serve as the starting point, traffic resources act as the intermediary, and transaction resources function as the endpoint. The three circles dynamically interact and reinforce one another. Meanwhile, platform functions evolve from sales channels to service differentiation, innovation incubation, and ecosystem coordination, while governance mechanisms upgrade from contractual governance to collaborative governance, ecological governance, and holistic governance. This study provides theoretical insights and practical implications for e-commerce platforms to optimize resource allocation and promote the sustainable development of their ecosystems.