Improving The Weak Position Of Consumers In The Context Of Co-creation Of Value Research On Platform Business Model

At present,with the intensification of market competition,a diversified,complex and experiential platform to meet the needs of consumers has emerged.Different platform business models have solved the different needs of consumers in operation,but there are not many platform business models from the perspective of improving the vulnerable position of consumers.Many scholars have shifted their research focus from the research of platform business model to the research of platform value creation,and started the research of value co-creation of platform business model with the issue of value redistribution.However,the research based on improving the consumer’s vulnerable position is still insufficient,especially in the context of value co-creation,the research on the impact of various factors of the platform business model to improve the consumer’s vulnerable position is insufficient.Based on this,this study selects the platform business model to improve the consumer’s vulnerable position in the context of value co-creation,and discusses the impact of various factors of the platform business model,Build a platform business model innovation management to improve the weak position of consumers.This study uses the literature analysis method to study the formation path and value distribution model of value co-creation;Clarify the logical structure under the background of value co-creation;Discuss the causes and phenomena of the formation of consumers’ weak position;Use the case analysis method to analyze the platform to improve the vulnerable position of consumers,and conduct data analysis in combination with the questionnaire survey;Research on the construction of platform business model to improve consumers’ weak position.First of all,the platform provides consumers and enterprises with an environment that can create value through joint activities.In the process of value from consumers to enterprises or from enterprises to consumers,it realizes the process of creating value for each other while creating value for the other.After value creation,we face the problem of value distribution.Fair and reasonable distribution determines whether the participants of both sides of the platform continue to cooperate and has a significant impact on the status of both sides.Secondly,the weak position of consumers is affected by the distribution of rights and interests among producers,middlemen and consumers.From the production link,the wholesale link and the retail link,the platform pricing is inflated;Consumers’ control of information based on their knowledge reserves and different environments cannot be transparent to each other,or they cannot fully understand the information held by the other party,which leads to the deviation of consumer information acquisition;As a rational individual,consumers protect their own rights and interests to the greatest extent.When facing the threat of interests,consumers have the limitations of dispersion when there is no strong consumer representative or organizer;Asymmetric information is the basic reason for irrational consumption of consumers,which makes consumers in a weak position in irrational decision-making.Thirdly,based on the analysis of the platform case,it is found that the innovation of the platform business model focuses on the charm demand and one-dimensional demand of consumers,and excavates the real demand of consumers,so that goods or services can be delivered from production to consumers,and the intermediate links can be removed to reduce unnecessary costs.The platform has high requirements for the stability,rapid response,new open control,supervision and inspection of the supply chain,And regularly update and improve the system,the platform culture and comprehensive services are the core of the platform operation,and strengthen the in-depth interaction with consumers.Based on the analysis of various factors of the platform business model,it is found that the platform demand satisfaction,platform pricing,platform comprehensive service capability,and platform supervision system can create more value for consumers and improve their vulnerable position.Although the supervision and maintenance of the supply chain,the platform culture,the supervision of the platform and the participation of consumers are currently insufficient,their impact on improving the vulnerable position of consumers cannot be ignored.Finally,based on the research of the innovative characteristics of the platform business model and the phenomenon of consumer’s weak position,the innovation management is mainly carried out from six aspects,namely,strictly controlling the platform pricing,excavating the deep demand of consumers,constructing a strong supply chain to shorten the supply line,improving the platform supervision and trust system,improving the information asymmetry and strengthening the information flow,and establishing a rational consumption reminder mechanism,to build a platform business model to improve consumer’s weak position.This paper hopes to make several contributions through the above research: first,systematically explore the value distribution of the platform in the context of co-creation value,secondly,combine the phenomenon of consumer weak position,and use the questionnaire research method to explore the relationship between improving consumer weak position and the platform business model,finally,It is hoped to provide solid theoretical support for broadening research ideas and future management practices in this field.