Research On The Mechanism Of “Ping An Good Doctor” Vertical Platform Value Co-Creation

The arrival of information technology has promoted the prosperity of platform enterprises.Compared with the integrated platform model,the vertical platform model has its unique advantages in integrating resources and creating value,and has become a business model that draws wide academic close attention.While the study of business models pays more attention to its value creation,the key to the vertical platform business model is also the creation of value.With regard to the creation of value,in the early 20 th century,scholars proposed value co-creation theory,pointing out that value was created by multiple stakeholders.As a vertical platform in the Internet medical industry,“Ping An Good Doctor” links upstream and downstream stakeholders to form a value co-creation system.How is the value created in the system,and what is the value co-creation mechanism of “Ping An Good Doctors”? Taking into account the business model of “Ping An Good Doctor” itself and the accessibility of relevant materials,the paper choose the research theme—the value co-creation mechanism of “Ping An Good Doctors”.In response to this research theme,the research content of this paper is mainly organized from two aspects: firstly,since there are few studies to analyze the value co-creation mechanism from the perspective of knowledge collaboration,case studies are suitable for explaining the question of “how” and “why” in research areas that have not been explored.Therefore,this paper,for the first step,analyzes the value co-creation mechanism of “Ping An Good Doctor” by way of case study from the perspective of knowledge collaboration,the purpose is to discover the key elements of the mechanism and the relationship between elements.Secondly,based on the case study and literature review,this paper puts forward the theoretical model of the value co-creation mechanism of “Ping An Good Doctor”,and uses empirical research methods to reveal the mechanism of value co-creation,and then proposes management enlightenment.Through case study,the paper draws the following conclusions: the factors included in the value co-creation mechanism of “Ping An Good Doctor” mainly include co-creation activities,knowledge collaboration and the value of multiple stakeholders,where knowledge collaboration plays a central role in value co-creation and decides the benefits of multiple stakeholders in the supply chain.The empirical research is based on case studies,mainly collecting data by questionnaire,and using regression analysis to draw the following conclusions: firstly,co-creation activities whose main form is interaction have a positive impact on corporate value,customer value and supplier value,but knowledge collaboration plays a full mediating role in this relationship.Secondly,supplier participation plays a positive moderate role in the relationship between co-creation activities and knowledge collaboration,while customer participation's moderation is not significant.This paper interprets the value co-creation mechanism of “Ping An Good Doctor” from the perspective of knowledge collaboration,and combines value co-creation and knowledge collaboration to do research.Firstly,this theoretically fills the gap in the research of value co-creation mechanism.Secondly,in practice,through the analysis of the value co-creation mechanism of “Ping An Good Doctor”,we can more clearly understand the business model of “Ping An Good Doctor”.The conclusions of this paper can also provide a theoretical basis for how other vertical platforms co-create value.