通过平台服务创新纠正定位偏差：实现机制与设计原则

IF 15.5 1区管理学 Q1 BUSINESS

Journal of Innovation & Knowledge Pub Date : 2025-09-01 DOI:10.1016/j.jik.2025.100727

Xiao Xuan , Wenqi Duan , Lijia Kong

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引用次数: 0

摘要

平台定位与用户需求之间的差异，称为定位偏差，是用户流失和潜在平台失败的关键决定因素。平台服务创新是纠正定位偏差的潜在补救措施。因此，了解这种纠正定位偏差的平台服务创新的机制和设计原则至关重要。为此，本研究采用系统的问题分析方法，遵循“用户流失→定位偏差修正→服务创新”的顺序。首先，构建双寡头竞争模型，阐明平台定位偏差导致用户流失和平台失败的原因。其次，将服务创新嵌入到用户效用函数中，对原有模型进行扩展，并通过数值计算揭示平台服务创新实现定位偏差修正的机制。最后，以质量需求下的最优创新服务类型为例，对各特征参数的影响进行了仿真分析。进一步探讨了校正定位偏差的平台服务创新设计原则，并通过应用案例进行了验证。结果表明，平台管理者可以通过提供个性化、多元化的创新服务，有效解决定位偏差问题。服务创新设计的核心是基于几个参数，包括定位偏差发生时的需求状态、横向网络效应的强弱、用户异质性程度、单位服务所需的平台开发成本、平台的附加价值、单位服务增加的买方效用、单位服务增加的卖方开发成本。总体而言，该研究为管理者提供了有价值的见解，可以通过自适应动态匹配、关键参数控制、效用成本优化和战略性数字营销来推动服务创新。

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Correcting positioning deviation through platform service innovation: Realisation mechanisms and design principles

The discrepancy between platform positioning and user needs, termed positioning deviation, is a critical determinant of user churn and potential platform failure. Platform service innovation can be potential remedy to correct positioning deviation. As such, understanding the mechanisms and design principles underlying such platform service innovation for correcting positioning deviation is crucial. Addressing this, this study adopts a systematic problem analysis approach, adhering to the sequence of ‘user churn → positioning deviation correction → service innovation.’ First, a duopoly competition model is constructed to clarify why platform positioning deviation leads to user churn and platform failure. Next, service innovation is embedded into the user utility function to expand the original model, while the mechanisms for realising positioning deviation correction through platform service innovation is revealed via numerical calculation. Finally, taking the optimal innovative service type under quality demand as an example, simulation analysis is performed on each characteristic parameter’s influence. Further, the design principles of platform service innovation for correcting positioning deviation are explored, and subsequently, validated through application cases. The results reveal that platform managers can effectively address positioning deviation by providing personalised and diversified innovative services. The core of service innovation design is based on several parameters, including the demand state when positioning deviation occurs, strength of the cross-side network effect, degree of user heterogeneity, platform development cost required by the unit service, additional value of the platform, buyer utility increased by the unit service, and seller development cost increased by the unit service. Overall, the study offers valuable insights for managers to drive service innovation through adaptive dynamic matching, critical parameter control, utility-cost optimisation, and strategic digital marketing.

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来源期刊

Journal of Innovation & Knowledge Multiple-

CiteScore

16.10

自引率

12.70%

发文量

118

审稿时长

37 days

期刊介绍： The Journal of Innovation and Knowledge (JIK) explores how innovation drives knowledge creation and vice versa, emphasizing that not all innovation leads to knowledge, but enduring innovation across diverse fields fosters theory and knowledge. JIK invites papers on innovations enhancing or generating knowledge, covering innovation processes, structures, outcomes, and behaviors at various levels. Articles in JIK examine knowledge-related changes promoting innovation for societal best practices. JIK serves as a platform for high-quality studies undergoing double-blind peer review, ensuring global dissemination to scholars, practitioners, and policymakers who recognize innovation and knowledge as economic drivers. It publishes theoretical articles, empirical studies, case studies, reviews, and other content, addressing current trends and emerging topics in innovation and knowledge. The journal welcomes suggestions for special issues and encourages articles to showcase contextual differences and lessons for a broad audience. In essence, JIK is an interdisciplinary journal dedicated to advancing theoretical and practical innovations and knowledge across multiple fields, including Economics, Business and Management, Engineering, Science, and Education.