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

In October 2016,the State Council promulgated the “Healthy China 2030 Planning Outline”,and proposed to form a healthy industrial system with rich connotations and reasonable structure in China at the level of national strategy.The tremendous changes in information science and technology,such as mobile Internet and artificial intelligence,have become the wings of this strategic goal.The commercial practice of “Internet + Medical health” is surging.“Ping An Good Doctor” adheres to the mission of “building the world's largest healthcare ecosystem and using technology to make people healthier”,relying on “home doctor services,consumer healthcare,health malls,health management and interaction” to grow a unicorn company for the health care industry rapidly.Its uniqueness lies in focusing on the deep,professional and collaborative service ecosystem of health care,creating a vertical platform model that integrates suppliers,users and resources,and realizes the value creation of stakeholders extensively and deeply.However,in the five years since the company was founded,the accumulated losses amounted to 3 billion yuan.Although the value of the “Ping An Good Doctor” vertical platform has been successful,it is still necessary to scientifically examine the success and problems of its value creation mechanism in order to achieve the optimization and upgrading of its value creation mechanism.Therefore,the research goal of the thesis is refined: relying on the qualitative research of the case study method to realize the identification,diagnosis and optimization of the value creation mechanism of the “Ping An Good Doctor” vertical platform.The research content of the thesis includes seven chapters.Firstly,based on the literature research,the theoretical basis and analytical framework of the research are constructed.Then,by means of the standardized case study method,the characteristics of the “Ping An Good Doctor” vertical platform value co-creation mechanism are analyzed and summarized.And then diagnosed by questionnaire survey,the existing problems of the value creation mechanism and its causes are discovered.Finally,the optimization strategy and safeguard measures for the value creation mechanism of the “Ping An Good Doctor” vertical platform are given through systematic induction.With the research on the value creation mechanism of the vertical platform value of “Ping An Good Doctor”,its value co-creation mechanism covers three levels of interpretation,namely,the platform-level soft and hard resource integration mechanism provides the core driving force;because of platform and user at the level of knowledge transfer mechanism,relationship linkage mechanism and user bonding mechanism,the core competitiveness is constructed;the knowledge synergy innovation mechanism,the reciprocal interaction mechanism and the monitoring and negotiation mechanism at the platform and supplier level have spawned the core guarantee.At present,the “Ping An Good Doctor” vertical platform value co-creation mechanism still has many shortcomings such as core value management,system optimization,customer participation,and knowledge development.To this end,the paper proposes a core value concept resonance,knowledge network governance,data empowerment,civilian center coordination,opinion leader linkage,supplier governance,risk sharing,and supply chain knowledge collaboration for three levels of value co-creation mechanisms.And the safeguard measures are proposed from the perspectives of team,organization,communication and supplier evaluation.Compared with the integrated platform,the vertical platform shows a more prosperous and innovative business prospect.The business practice of creating verticalplatform value is ahead of the theoretical research.The research results of the thesis can not only make the author of the core personnel of the “Ping An Good Doctor” operation team think about it,but also solve the core problem of the innovation and optimization of the business structure of the enterprise,and deepen the theoretical research on the value creation mechanism of the vertical platform.Therefore,it can provide reference value for commercial innovation of other industries or enterprises scientifically,normatively and professionally.