Research On Value Co-creation Strategy Of E-commerce Platform With Suppliers And Consumers

In recent years,platform-based organisations are the direction that more and more enterprises choose to transform and develop,and it is also an emerging business model in the new economy,especially the development of bilateral platforms provides development opportunities for the platform supply chain to create value together.The driving force for the sustainable development of platform supply chains lies in "win-win",and value co-creation is the inner core driving force to promote win-win cooperation among different members.This paper takes the operation mode of the Jingdong e-commerce platform as the background,and focuses on how value co-creation is achieved in the process of platform development and operation with the participation of suppliers and consumers,and studies the strategies to promote new knowledge creation and profit increase between suppliers and the e-commerce platform and between the e-commerce platform and consumers from two aspects: knowledge co-creation and profit co-creation,and explores the corresponding optimal decision-making mechanism and decision equilibrium of members in the platform supply chain.Firstly,for suppliers’ participation in the value co-creation process of e-commerce platforms,a framework model of knowledge co-creation between suppliers and ecommerce platforms is established based on the theory of the knowledge creation model(SECI model),taking the Jingdong platform as an example to analyse its efforts to achieve knowledge co-creation,and according to the operation mode of the Jingdong ecommerce platform,considering two scenarios of e-commerce platforms as intermediaries and as sellers in the platform supply chain,a single-cycle secondary supply chain value co-creation model consisting of an e-commerce platform enterprise and n homogeneous independent suppliers to explore value co-creation under optimal decision making of supply chain members.When the e-commerce platform acts as an intermediary,the e-commerce platform provides certain services and shares the logistics and transportation costs for the suppliers,who need to ensure a certain level of product quality;when the e-commerce platform acts as a seller,the e-commerce platform and the suppliers share profits to achieve an increase in profits for both parties.The study found that the knowledge co-creation process is conducive to the production of logical and innovative new knowledge between the supplier and the platform,and between the platform and the consumer,and that communities are an important way to facilitate the knowledge co-creation process.In terms of profit co-creation,when the e-commerce platform acts as an intermediary,the e-commerce platform will always choose the value co-creation model and will maximize its own revenue by increasing the commission ratio as much as possible,while the supplier will only choose to participate in the value cocreation model if the commission ratio is below a certain threshold.In the case where the e-commerce platform acts as a seller,i.e.the e-commerce platform is an e-retailer,unlike the intermediary situation,the supplier will always choose the value co-creation model,and the greater the willingness to participate as the proportion of shared revenue increases,and only when the proportion of shared revenue is below a certain threshold will the e-commerce platform be happy to participate in the value co-creation model and increase its own profits.The necessary condition for co-creation to be realised is the size of the shared profit.Secondly,based on the C2 M smart manufacturing platform of Jingdong platform,this paper investigates the SECI knowledge transformation framework model between consumers and e-commerce platforms,and analyses the knowledge transformation behaviour of both parties to construct a single-cycle secondary supply chain model consisting of e-commerce platforms and consumers.It is found that when the basic utility of the product is greater than a certain threshold,it is only when the consumer takes the initiative to innovate and design the product in the C2 M smart manufacturing platform,and the price of the product under the value co-creation model will be smaller than the price of the product under the traditional model due to disintermediation.This paper explores the issue of value co-creation in the platform supply chain from the perspective of suppliers and consumers participating in the platform value co-creation,taking the supply chain of Jingdong Mall as an example,and provides conclusions with certain reference value for the development of relevant platform enterprises,and has good practical significance for the value innovation and sustainable development of platform-based enterprises.