How Can Platform Data Governance Strategies Impact Business Value Creation?A Relational Connection Perspective
In the era of digital economy,data has become the key production factor of platform enterprises,and relational connection is the implicit premise of explosive growth of data.However,when platform enterprises create business value through data relationship governance,they are faced with the difficult problem of"how to effectively govern heterogeneous relationships".Based on the perspective of relationship connection,this paper takes two leading platform enterprises in China's short video industry(Kuaishou and Douyin)as the research objects,and through a comparative study of two cases,deeply discusses the mechanism of platform data relationship governance and its internal impact on value creation.The findings are as follows:(1)Platform enterprises formulate data governance strategies based on the characteristics and advantages of relationships,and constantly promote the construction and evolution of relational networks during the data life cycle,thus stimulating and strengthening network effects.Among them,the platforms based on"emotional relationship"mostly adopt the"market share oriented"data governance strategy,and rely on the emotional chain transmission to achieve network effects in the process of"self-growth-social driving-social media".The platforms based on the"common interest relationship"mostly adopt the"market efficiency-oriented"data governance strategy,and strengthen the network effect through the network diffusion of the same interest in the process of"resource embedding-content driving-media socialization".(2)With the development and evolution of data governance,the relationship characteristics of platform enterprises become more and more obvious,which affects the governance model and value creation form.Among them,under the market possession-oriented data governance strategy,the platform based on"emotional relationship"tends to be weak intervention governance and create business value by emotional interaction.Under the market efficiency-oriented data governance strategy,the platform based on the"common interest relationship"tends to have a strong interventionist governance and create commercial value based on commodity trading.(3)Due to the differences in relationship context and connection strength,platform governance is manifested as a compensation mechanism in a strong relationship and a control mechanism in a weak relationship.The innovation and significance of this study are as follows:(1)We parse and summarize the similarities and differences in platform data governance strategies under heterogeneous relationships according to the full lifecycle stages of data,dynamically deepening our knowledge of platform data governance.(2)We conduct research based on the platform context,focusing on user interactions and relationship characteristics,and systematically analyze the platform governance paths and mechanisms under heterogeneous relationships,which enriches and expands the related research on relationships and relationship governance.(3)We have embedded the Chinese"relationship-based"social context into our study,which has laid a solid foundation for the subsequent research by digging deeper into the social environment of the users and the forms of interactions between the users,effectively making up for the inadequacy of the localized contextual analysis in the research on platform governance.In addition,it also has certain practical significance for the platform governance under the background of digital economy.First of all,in the process of pursuing a stable user base and long-term development,platform enterprises need to clarify the relationship types of target user groups and provide personalized services according to the differences in needs,so as to establish a long-term user base and sustainable development.Secondly,platform enterprises need to take different governance measures according to the characteristics of relationship types to achieve the balance between user needs and platform objectives.In strong relationships,platform governance should emphasize support and incentive,while in weak relationships,it should pay more attention to constraints and monitoring,which will help meet the needs of users and the overall goals of the platform under different relationship types.
data governance strategyrelational connectionrelational governancesocial media platforms
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