LIU Rui-jian, LIU Fang, CUI Qing-qing
Amidst the rapid expansion of online education platforms, key challenges in compliance, competition, and sustainable development have made platform governance a critical issue. Existing research, however, remains largely static and insufficiently examines the evolutionary stages and underlying dynamics of their governance mechanisms. This study addresses this gap by investigating the dynamic governance mechanisms of online education platforms through a case study of Zuoyebang. Drawing on ecological niche theories, we develop an analytical framework integrating “situation—means—effectiveness” to systematically examine governance motivations, strategies, and outcomes of platforms across different development stages. Using multi-source data and grounded coding, we analyze the internal and external contexts Zuoyebang encountered during its exploration, growth, and transition stages, along with the corresponding governance measures adopted, such as resource governance, brand governance, and compliance governance. Governance effectiveness is evaluated through the dimensions of “niche-ecostate” “niche-ecorole” and “niche-fitness”. Findings reveal that in the exploration stage, the platform expanded its scale and enhanced niche-ecostate through resource governance. In the growth stage, brand governance strengthened its influence and niche-ecorole. In the transition stage, compliance governance optimized the business structure and improved its niche-fitness. These three stages form an interconnected dynamic cycle of “context driven—governance response—niche optimization”. This research deepens the cross-application of platform governance and niche theory in dynamic evolution contexts. Practically, it offers a structured reference for phased governance in online education and other multi-sided platforms, supporting sustainable industrial development and healthier ecosystem evolution.