Research On The Value Co-creation Of Platform Enterprise

With the support of information technology,a lot of data is generated on the Internet.The Internet has penetrated into all walks of life.Cloud computing and big data have been integrated with the real economy.New digital economies,such as Internet platform companies,are rising at a faster pace.After 2016,taking advantage of the knowledge payment and sharing economy,the business model of online question and answer platform has been innovated,providing users with a platform to ask questions and acquire knowledge.In such platforms,digital information and knowledge become important resources.Different from material resources,such data resources increase and add value in the interaction process of digital economic activities.Taking data resources as the carrier and relying on information technology,the online question and answer platform extensively links multi-economic entities,creates and constructs multilateral platforms,interacts with value chain entities,reconstructs its value activities,and forms a platform ecosystem that gathers platform,users,suppliers and other diversified participants.This paper mainly studies the characteristics of the business model of platform enterprises.With data resources as the carrier,how the platform connects users and merchants to interact and createThis paper first collates the researches of scholars and finds that the existing researches mostly study the value co-creation between customers and merchants,but ignore the mediating role of platform in the new economy,and few scholars study the promoting role of data resources in the value co-creation of platform ecosystem.Then,based on the existing research,this paper defines the concepts of platform enterprise,online question and answer platform and value co-creation.Then,according to Metcalfe’s theorem,the paper analyzes the commercial characteristics of platform-type enterprises,and uses the resource-based theory to analyze that the heterogeneity of "data resources" promotes the co-creation of platform value,and constructs the platform-type enterprise value co-creation mechanism from the perspective of "subject-behavior-effect" of platform ecology.Finally,it analyzes the platform ecosystem of the largest online question-answering platform,and analyzes the effect of value creation in both horizontal and vertical directions.On the one hand,this paper uses the value chain theory to analyze the three paths of building link,interaction and reconstruction of Zhihu’s value co-creation,and evaluates the effect of Zhihu’s value co-creation and lays the foundation for the optimization strategy.On the other hand,it analyzes the value growth value,cost structure and financial capability of Zhihu vertically,and evaluates the value co-creation effect of Zhihu and lays the foundation for the optimization strategy.It aims to explore the value created by the platform’s accumulation of data and resources,the connection between users and merchants,and the promotion of interactive activities among subjects.From horizontal and vertical perspectives,this paper finds that users and digital knowledge and information are the core data resources of Zhihu platform.With the increase in the number of monthly active users and quality content,Zhihu’s profitability and operating capacity are effectively improved,and its loss rate continues to narrow.Zhihu value co-creation process is in a benign development trend and has a good development effect.However,Zhihu also has some problems in the process of value-added allocation.In recent years,Zhihu has been operating at a loss and has not received dividends from shareholders,which has affected shareholders’ confidence in investment to some extent.In addition,Zhihu has to pay huge costs for the construction of high-quality content library,so it needs to further promote the interaction with users,create greater value and turn losses into profits.Based on this,this paper holds that the platform enterprises need to further establish governance mechanism and optimize resource allocation to realize value co-creation.Maintain community atmosphere and enhance user engagement;Increase social benefits and strengthen social participation.