第三方众包平台的价值实现机理和路径研究

Value Realization Mechanism and Pathways for the Third-Party Crowdsourcing Platform

用户价值创造与平台价值实现是第三方众包平台经营战略的两个核心问题,但当前许多第三方众包平台的设计过于关注为用户创造价值而忽视了平台自身价值的实现,难以真正为平台带来显性和隐性收益。文章构建了第三方众包平台的价值创造生态架构,分析了平台中参与者定位发生的变化;探讨了平台价值实现机理,即在用户价值创造与平台价值实现过程分离背景下,价值实现重点已转向在原用户群上开发新收益源;从服务和用户组合重构视角提出了第三方众包平台的价值实现路径。对平台价值实现机理进行数理建模、量化推演和实证检验是未来研究的重点。

Users value creation and platform value achievement are two core issues of the third-party crowdsourcing platform＇s business strategy. However, in the design of many third-party crowdsourcing platforms, users value creation has usually been overemphasized and platform value realization neglected, so that platforms couldn＇t realize gains. This paper firstly built value-creating ecologies frame- work of the third-party erowdsoureing platform, and analyzed the violently disruptive changes of functions and rules of platform partici- pants. Secondly, it studied value realization mechanism for the third-party crowdsourcing platfuml, namely that with the separation of users value creation and platform value achievement, the point of value realization has changed into new gains sources development based on existing users. Finally, from the perspective of portfolio recunstruction of services and users, value realization pathways for the third-party crowdsourcing platform were Oven. This paper also pointed out that mathematical model, quantitative deduction and empiri- cal examination of value realization mechanism would be possible directions in future research.