Value Co-creation In The Platform Ecosystem:theoretical Exploration Based On Bibliometrics And Empirical Test

In today's world,the platform economy is becoming a hot spot in the current economy.With the support of the increasingly mature Internet and information technology,various new platforms such as online livestreaming platforms and sharing platforms have sprung up and have received widespread attention from all walks of life.But most of them have closed down or are in the process of closing down in the end.It is necessary to delve into the theory of platform field in order to reveal the root cause of the gap between entrepreneurship concept and reality.Platform ecosystem is the basic organizational form of platform economy,and value co-creation is the core of ecosystem economic activities.Therefore,how to guide customers to participate in the process of value co-creation is a topic worth discussing in the development of platform ecosystem.Because of the obvious interdisciplinary characteristics of the value co-creation research,it's difficult to combine the theory and write the literature review.Therefore,this paper adopts the method of bibliometric analysis to identify hot topic words and related references and master key theoretical fields and research frontiers.And combined with manual reading,it presents a theoretical framework for analyzing the value co-creation mechanism of platforms.Then,based on the "Good Project in Zhejiang" contest case library,the three typical platforms of "Intelligent Spinning","Jiang Taigong" and "Business Help" were selected to interpret and demonstrate the case.The research results show that the Service-dominant logic is the core logic foundation for analyzing the platform ecosystem value co-creation mechanism.Under this core logic,there are four main theories at different perspectives: in the service science/customer relationship management field,the service systems invite customers to participate in the platform through the customer demand-oriented value propositions to build the connection and form the service ecosystem.In the institution construction field,it is proposed that the ecosystems restrict and coordinate the activities of participants through shared institutional arrangements.And the situation and social structure can affect the utilization of its resources.In the field of cooperation and innovation,network effects provide an effective driver for platform development.Through cooperation,participants integrate technologies and resources and jointly respond to challenges through collaborative innovation.In the field of application scenarios,taking social media as a typical representative,customers deliver experiences through word-of-mouth to build communities and attract more customers to join the platform.The theory clusterings and case stories in the four fields show the following platform ecosystem value co-creating mechanism: driven by the intrinsic value of potential resources,the companys guide customers to participate in the platform by proposing the value proposition of customer appreciation,and build a connection to form a network of activities under the influence of application and institutional scenarios.The platform integrates and integrates the technology and resources of itself and the participants to create revenue for the main participants of the ecosystem.Thereby the co-creation of ecosystem value is realized under the coordination of system and situation.With the methods of bibliometrics,based on the massive theoretical literatures,this paper analyzes the mainstream theoretical fields of platform ecological value co-creation,extracts potential analysis problems in various fields,and summarizes a theoretical model framework which provides a clear theoretical guidance for the analysis of current economic hot spots.It will be of practical significance to solve the difficulties and problems in the field of platform ecological entrepreneurship.