【作者简介】帅满，西安交通大学人文社会科学学院社会学系、西安交通大学实证社会科学研究所；关佳佳，西安交通大学人文社会科学学院社会学系、山西省社会科学院（山西省人民政府发展研究中心）

【文章来源】《社会学研究》2026年第4期

【内容提要】房产交易平台通过何种治理机制同时对门店进行强激励和强约束有待研究。本文提出“分支树”框架来分析宜居平台对门店的治理，研究发现：在分支树结构中，门店被定位为中层管理者、资源分配单位和被监督对象，平台在底层规则层面放权，在中高层规则层面集权，对分支节点进行强激励与强约束；平台构建以自身为中心的供需交易网络、生产合作网络，并担当“桥”的角色，用“制衡—互补”机制协调对门店的强激励与强约束；分支树结构通过结构性嵌套与可编程节点，使平台形似传统科层组织，但具有更强的控制力。有关房产交易平台的治理研究可与特许经营治理、数字治理、组织创新、平台治理等研究展开对话。

【关键词】房产交易平台；激励；约束；分支树

【项目基金】本文系国家社会科学基金项目“‘关系’与分化：快递员劳动过程的异质性分析”（23FSHA003）的阶段性成果。

【全文链接】https://shxyj.ajcass.com/Magazine/show/?id=123242

How Can Strong Incentives and Strong Constraints Coexist? ———The Branching Tree Governance Structure of Real Estate Trading Platform

Abstract: The mechanisms of real estate trading platforms governing their directly operated and franchise stores remain to be studied. Applying a ‘branching tree’ framework to analyze Yiju Platform’s governance mechanisms, this paper finds that: In the branching tree structure, stores play a triple role of hierarchy, category, and supervised object. The platform delegates power at the bottom level and centralizes it at both middle and upper levels, using virtual benefit and anchoring mechanisms for incentives and constraints. The platform builds a self-centered supply-demand and producer network, serving as a ‘bridge’ between two circles, coordinating the incentives and constraints on stores through mechanism of checking, balancing and complementarity. Through structural nesting and programmable nodes, the branching tree structure makes the platform resemble a traditional bureaucracy but with stronger control. This study can dialogue with franchise governance, digital governance, organizational innovation, and platform governance research.