Digital business platforms (DBPs) such as eBay, Google, and Uber Technologies have seen enormous growth; this paper explores their salient characteristics, the role of marketing in helping DBPs succeed, and important research topics for theory and practice. A new conceptual framework based on insights from transaction cost analysis outlines the role and impact of marketing in DBPs. A key role for marketing is to increase the number and quality of interactions on a DBP while reducing transaction costs for users and production costs for the DPB. The DBPs' interactions and the data thus generated are key enablers of value creation and value appropriation on these platforms. However, there are several challenges to resolve in value creation and value appropriation because DBPs cater to the needs of many different types of users. Therefore, DBPs should carefully coordinate and manage interactions among users on different sides of a platform. For researchers, there are many opportunities to reconceptualize some of the traditional roles of marketing in the context of DBPs.

eBay，Google和Uber Technologies等数字业务平台（DBP）取得了巨大的增长。本文探讨了它们的显着特征，营销在帮助DBP成功方面的作用以及重要的理论和实践研究课题。基于交易成本分析洞察力的新概念框架概述了营销在DBP中的作用和影响。市场营销的关键作用是增加DBP上交互的数量和质量，同时减少用户的交易成本和DPB的生产成本。DBP的交互以及由此产生的数据是这些平台上价值创造和价值占有的关键推动力。但是，由于DBP可以满足许多不同类型用户的需求，因此在价值创造和价值分配方面要解决一些挑战。因此，DBP应该仔细协调和管理平台不同侧的用户之间的交互。对于研究人员而言，在DBP的背景下，有很多机会可以重新概念化营销的一些传统角色。