Study On Mechanism And Optimized Path Of Value Co-creation In Elderly-care Real Estate Platform Ecosystem

With the successive release of elderly-care policy,the demand for combination of medical care and elderly-care has exploded in China.Faced with the severe social pension burden and the operation difficulties of elderly-care institutions,many real estate developers actively respond to the policy of Internet plus and smart elderly-care,strategicly co-operate with hospitals,medical care,insurance and elderly-care service providers,etc.A platform ecosystm of value co-creation and risk sharing is established,elderly-care real estate（ERE）is innovatively operated with platform business model.In this context,the study analyzes the causes and mechanism of the value co-creation in elderly-care real estate platform ecosystem（ERE-PE）based on value co-creation theory,proposes the optimized path of promoting value creation,to provide guidance and reference for the development and operation of elderly-care real estate in China.Firstly,starting from the framework,the study defines concepts of the ERE-PE,and analyzes its elements and basic characteristics based on the symbiotic perspective.The evolution of the value network is deconstructed by the labor division of the value chain,cooperation platform and industrial chain during stages of start-up,development and maturity.The value chain model of the ERE-PE is integrated and reconstructed around customer value,which lays the foundation for the analysis of the value proposition and value network plus structure in the later chapters.Secondly,value network plus of the ERE-PE is designed with Susana Navarro value co-creation model.From the perspective of customer participation,enterprise alliance and elderly-care platform,the study analyzes the value proposition and value creation activities of ERE-PE members.According to the service oriented logic,through information sharing,responsibility behaviors and interpersonal interactions,the elders participate in investment planning,construction marketing and service operation of the ERE.ERE developers,elderly care service providers in enterprise alliance carry out investment,financing and project strategic cooperation.The elderly-care platform realizes the value creation and acquisition with value distribution rights,rule design and value proposition.Customer value equation is built on price subsidy and cost allocation,the structure and creation approaches of enterprise value are discussed,which provides details for the following analysis of motive mechanism in the ERE-PE value network plus,as well as the dynamic model building.Thirdly,refer to the business model canvas and Amit&Zott's NICE attributes,the structural and attributive motivations of the ERE-PE value network plus are summarized.Based on the theories of schumpeter innovation,transaction cost,enterprise resource view,strategic network and value creation,following the logic frame of motivation,inner attribute,theory（carrier）,value creation result,the mechanism of motivations is deduced into three drive modes from dimensions of point,edge and net.It is demonstrated that resource attribute motivations,such as resource flow,resource heterogeneity and resource complementation,drive value co-creation.Relationship strength plays a role with motivations such as supply alliance,customer and enterprise interactive connection,transparency.Also,network density drives value co-creation through motivations such as relationship scale,network intensity,transaction cost.The value equation with economic rents is constructed to sum up the research of this chapter.Fourthly,according to the value creation and value exchange relationships among the members in the ERE-PE value network plus,the flow diagrams of customer participation,partner alliance and open platform subsystem are built respectively.After determining the model structure and variables'relationships,the main value equations of CV,FV and PV are constructed,and the dynamic model of the ERE-PE value co-creation is improved.Taking An Kang Tong elderly-care service platform as a sample,the model is verified with dynamic simulation and history test by using Vesinem PLE.Finally,choose the elderly-care service platform of Poly-Anping HXH as an empirical research object,the causes,attributes and value creation results of the ERE-PE value network plus are summarized by encoding in grounded research.Furthermore,the driving effects of resource attributes,relationship strength and network density on CV,FV and PV are further verified.Then,dynamic simulation of the ERE-PE value co-creation system is carriedt with actual operation indicators of HXH.It is concluded from the sensitivity analysis that₂),,NS,MC,OP have different impacts on CV,FV and PV.Taking the empirical analysis as the guidance,the management enlightenments of the ERE-PE are proposed.From the point,line,surface of the ERE-PE value network plus,core resources radiation,relationship interaction and governance,operation mode innovation,customer engagement are innovative channels to realize comprehensive scale.The study enriches the current theoretical system of platform ecosystem and value co-creation.Providing practical reference for the ERE-PE construction,as well as the practice of the ERE developing model innovation,it has certain theoretical and practical significance.The value network plus and value co-creation dynamic model of the ERE-PE are the main innovation points of the study.