Research On Value Co-creation Of Platform-based Social E-commerc

With the development of market economy,the speeding up of the consumption upgrade,platform type electricity market competition is more and more intense,the management mode of traditional electricity simplification is difficult to gain a foothold in the fierce competition,as a result,many platform type electric business combined with the "community","content" and other elements to form new business model,and integration of a variety of resources create value pursuit,to win the advantage position in market competition.Pinduoduo,as one of the representatives of emerging platform social e-commerce,has embedded "community" elements into the operation of platform e-commerce under the background of "Internet of everything",breaking the "bipolar" pattern of domestic e-commerce market and setting off a new wave in the platform e-commerce market.This paper first elaborated the basic concept of platform community e-commerce and the related theory of value co-creation.Secondly,the effectiveness of Pinduoduo in horizontal value co-creation and vertical value co-creation is comprehensively analyzed from the perspective of platform ecology.At the level of horizontal value co-creation,the three main lines of link,interaction and reconstruction are defined by the value net theory,and the network characteristics of Pinduoduo value co-creation are analyzed,paving the way for the subsequent study of Pinduoduo value co-creation effect evaluation and optimization strategies.At the level of vertical value co-creation,using stakeholder theory,this paper comprehensively analyzes the effect of vertical value co-creation and value appreciation of Pinduoduo from the aspects of value appreciation,co-creation ability and co-creation index.Finally,the concrete measures of Pinduoduo value co-creation optimization are given from horizontal and vertical dimensions.This paper holds that Pinduoduo horizontal value co-creation links the supply and demand parties through the platform,promotes the interaction between the supply and demand parties,and maximizes the effect of value co-creation.At the same time,it also found some problems in platform operation and management.The vertical value co-creation effect of Pinduoduo is not obvious at the initial stage of its establishment.With business expansion and operation management becoming mature,its value co-creation value increases gradually,but the overall value co-creation effect is not particularly prominent,and the distribution of value co-creation value also needs to be improved.In view of the above problems,this paper proposes that the horizontal value co-creation of Pinduoduo should start from platform optimization,user maintenance and quality control,no matter from the aspects of link,interaction or reconstruction.In the aspect of vertical value co-creation,Pinduoduo should encourage stakeholders to participate in value co-creation,promote reasonable allocation in the process of value-added sharing,and gain competitive advantages by improving its own value creation ability.