Research On The Value Co-creation Process Of We Media And Users: A Case Study Of Company D

As the economic development of China enters a new normal,the upgrading of the households' consumption structure,the strengthening of copyright protection,the maturing of payment means,the upgrading of social media and the fast development of cultural and knowledge service industries have provided a deep soil for the rise of "We Media" and knowledge payment.The business model of "We Media" is summarized as upgrading from an Internet space expressing the views and emotions of ordinary people to a commercial realization combining content output with scene consumption.However,by the "barbaric" growth of "We Media",many knowledge production of the content of "We Media" is not deep and professional enough to form a vertical field of exploration,unable to be supported by high-quality content and unable to guide users to conduct deeper interactions.In terms of form,many "We Media" remain in the mode of online community and knowledge sharing,are unable to carry out value transformation and facing the problems such as the lack of a tipping point.Classical theories,such as the three elements of value,regard value creation as the core of the business model and guide us to study the relevant mechanisms of value creation of "We Media",aiming to provide solutions to the current problems.In recent years,some scholars did research in value-creation theory and they mainly focused on the aspects of the enterprise value creation mechanism,interaction behavior and driving forces,etc.;However,from the perspectives and objects of those research,they mainly concentrated on the service marketing and the supply chain.It is necessary to put the theory on the we media industry,research the process and driving forces of the value co-creation of we media and its users,in order to study and improve the value co-creation mechanism.This study adopted the longitudinal research method on the single case,focusing on the phenomenon of small business.This chose the development of knowledge-type media Company D as a case study object,based on the Value-creating theory,through the interview of Company D and other personnel of the proceeds of the firsthand materials and other channels to collect the secondary data.On the basis of analyzing and processing relevant data,It used the grounded theory to the original entry data,multistage dimensions coding,trying to answer the questions about "creation conditions,motivation,methods and process of the value creation of we media".Based on the different internal and external conditions,content input and interaction modes of evolution subjects,this study divides the time window of the data into four three stages:the primary exploration stage the rapid development stage,and the relatively stable development stage.Through case description and case analysis,this study concluded that :(1)Through coding analysis,in the value co-creation process of we media and the users,there include 6 elements "Demand emergence,interaction relations,resource input,interaction channels,value relations,and value representation.(2)Based on paradigm of"Drive-Input-Interaction-Output" and coding analysis,it analyzes the logical relationship between core elements,explores the process of value co-creation of we media,endows "driving factors","resource integration" and "value output" with the core category of "value co-creation",and constructs a core category model of we media value co-creation.(3)Under the framework of core category model of we media value co-creation,three conclusions are drawn: first,the change of the interaction between the participants is driving the evolution and upgrading of value co-creation;second,technology investment is the "accelerator" of the upgrading and evolution of value co-creation;third,it shows with illustrations the evolution and upgrading process of value co-creation between we media and users.On the basis of case finding,this paper puts forward some strategic suggestions for the development of the industry,gives the action strategies of value co-creation in each development stage of we media,reminds the we media to actively make use of technology,and guides we media team to re-examine their existing resources,capabilities,technology and other conditions,so that enterprises can reflect on the questions as "In the current stage,what kind of interaction relations should be formed with the users,how to drive users to invest in order to empower the enterprise with user value,what kind of interaction channels should be used to create value with users,and what kind of value output should be obtained ",so as to change and expand the form of enterprise value creation,reshape the economic ecology,and change the realization mode of user participation,so as to make sustainable profits.At the same time,the research results also provide some references for company D to review and optimize its business model.