Research On The Value Co-creation Motivation And Mechanism Of Platform-based Business Model Based On "Value Networks Plus"

In the age of Mobile Internet,Internet of Things and Big Data,platform-based business model become the important carrier of the transformation of traditional enterprises and the growth of new business,and it is the new access to creating value and competitive advantages.In fact,compared to the traditional business model,the platform-based business model is essentially an innovative model,its key resources are members of the platform,community,suppliers and partners,and their resources.Its strategic focus changed from controlling resources to carefully managing resources,from optimizing the internal process to external interaction,from increasing customer value to maximize the ecological value.Many enterprises are well versed in this law,in a series of platform development and trials,such as Red-collar Dress,Pathfinder,Uber,Airbnb,etc.,they took the platform,built the ecological circle,payed more attention to the platform rules which possess the market phagocytosis and unlimited potential to creat value based on the production of products or services,and then,help enterprises to get out of the the bottlenecks and difficulties faced in the transformation and development.In addition,academics also focus on the platform business model and its value creation law.At present,researchs had been carried out mainly from the aspects of Two-sided Market Theory,Value Chain,Value Networks and so on.Few scholars also analyzed the platform-based business mode from different perspectives and contents according to the research background and purpose.However,the theoretical research results have not kept pace with the practice,there are many "theoretical black box" to be unlocked.On the one hand,based on the sharing and experience of the platform model,the customers have a unique ability to create value,but the existing literatures did not really bring the customers as value creators into the value system.On the other hand,the platform-based business model involves the stakeholders,including suppliers,consumers,businesses and partners,etc.,is essentially a value co-creation networks formed by the integration of supply level and the demand level.And now few to explore the value creation mechanism of the platform-based business model with the perspective of supply and demand interaction.In view of this,this paper started from the "Value Networks Plus" formed by the platform-based business model,and explored the value motivation and mechanism in the process of value co-creation of platform-based business model based on the "supply and demand connection" perspective.First of all,the article summarized the current situation and the shortcomings of the researchs by combing the concept of the platform-based business model and the value creation of the relevant theories at home and abroad,and leaded to the problems to be solved.Secondly,on the basis of the theory of Value Chain and Value Networks,put forward the concept of "Value Networks Plus" in combination with the Value Co-creation theory.Explained and analyzed its connotation,characteristics,construction basis and contrast with traditional value creation mode.Thirdly,based on the " Value Networks Plus",this paper explained the connotation,the composition of elements and the value-added principle of multi-agent participation from the perspective of Strategic Economics,Service-dominant Logic and Utility theory,and induced three factors of value creation,including Emotional Value Proposition,Customer Participation and Compound Ability from three aspects of value proposition,the main body of value creation and the object of value creation.And then,we analyzed the value creation mechanism of the platform-based business model from Service Dominant Logic,Composition-based View,Platform Economics,Community Economy,Sharing Economy.Finally,this paper took 173 enterprises of the Second-board Markets and the Small and Medium-sized stocks as the samples,adopted Grouned Theory and Text Mining method to collect and process a large amount of information datas,and further built the multiple regression model to carry on the hypothesis test for the theoretical proposition,proposed strategic recommendations from develepment of the platform according the research results.The research shows that there is a significant positive relationship between Emotional Value Proposition,Customer Participation,Compound ability and Value Creation in platform-based business model.That is,in the growth or development of platform,strengthening emotional orientation in the basic function of product or service,adding more emotional elements and setting up a reasonable and effective connection scenarios to promote customer to participate in value creation process,while focusing on identification,integration,activation and configuration and management of internal and external network resources to build a composite capacity,to achieve multi-agent value,so as to bring sustainable business competitive advantages.The research results: First,put forward the new logical structure "value Networks Plus" system,and explored the mechanism of the platform-based business model in the process of value co-creation in depth on this basis,up for value creation research theoretical researchs of the platform-based business model,and also provided a visual basis for the development of transformation of enterprises.Secondly,The connotation and elements of "value" are interpreted,and the principle and composition of value added in multi-agent value creation mode are clarified.Thirdly,we established the regression model to test the theoretical assumptions,and drew the corresponding conclusions,so as to provide experience datas of empirical research for the theoretical research of PBM’s value creation.At the same time,this paper put forward the innovation development path,including the development of mixed mode,the design of the emotional value proposition,the compound ability construction for practical reference.