국내 온라인 플랫폼 기업의 플랫폼 생태계 이해관계자 지원을 위한 상생 협력 공간 특성 연구

초록

(Background and Purpose) In recent years, online platform companies have moved beyond online service support to independently establish and operate collaborative spaces for mutual growth that support education, entrepreneurship, production, and business activities to promote shared growth with their stakeholders. These spaces function as a foundational infrastructure that enhances business capabilities and increases the sustainability of the platform ecosystem by sharing the platform companies' industry-specific infrastructure and know-how with stakeholders. Previous studies on online platform enterprises have primarily focused on consumer-oriented commercial spaces, such as pop-up stores and brand experience centers, leaving the discussion on the characteristics of non-commercial spaces established to support stakeholder development and collaboration relatively limited. Accordingly, this study aims to conceptualize collaborative spaces for mutual growth developed by online platform companies and to identify the primary spatial characteristics manifested in actual cases. (Method) Based on the theoretical framework of prior literature regarding the core dimensions of win-win collaboration, this study restructured space functions according to the roles and physical features of space, categorizing them into community activation (relationship), capacity building (support), and business facilitation (operation) types. Relevant prior studies associated with each type were then reviewed to extract related spatial characteristics. Based on their frequency of appearance in the literature and relevance to the study's purpose, six spatial characteristics were derived and redefined: accessibility, sharing, diversity, participation, multifunctionality, and relationality. Finally, the analytical framework derived from this process was applied to perform a qualitative comparative analysis of collaborative space cases operated by major online platform enterprises. (Results) The findings indicate that collaborative spaces established by online platform companies are structured around six key spatial characteristics: accessibility, sharing, diversity, participation, multifunctionality, and relationality. Among the analyzed cases, diversity, relationality, and multifunctionality were found to be particularly prominent. These results suggest that collaborative spaces for mutual growth provide a combination of specialized equipment, practice-based environments, filming and production facilities, workspaces, consultation areas, and educational infrastructure that stakeholders may find difficult to secure independently. In addition, these spaces are planned as integrated hubs in which various activities—such as education, production, consultation, meetings, work activities, and networking—can be carried out consecutively, thereby comprehensively supporting users' business activities and capacity development. (Conclusions) This study is significant in that it conceptualizes the concept of mutually beneficial collaboration spaces operated by online platform companies and identifies their key spatial characteristics through case analysis. The findings further demonstrate that the mutual growth initiatives of online platform companies are expanding beyond online service-based support toward forms of support and collaboration facilitated through physical spaces. The spatial characteristics identified in this study can serve as a fundamental framework for the planning and evaluation of mutually beneficial collaboration spaces operated by online platform companies.

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