平台生态系统的价值共创机制——基于淘宝的案例研究

A Case Study of the Value Co-creation Mechanism of the Platform Ecosystem

以淘宝平台生态系统的价值共创行为作为研究对象,运用案例研究方法,发现平台企业与供应方及需求方主要通过互动整合资源共创价值。平台企业与供应方的互动包括反馈、学习、支持、平台共治等活动,创造的供应方价值有产品或服务创新的价值、信息价值、声誉价值;平台企业与需求方的互动包括反馈、活动参与、平台共治等活动,创造的需求方价值可以分为实用价值、娱乐价值和社会价值。

Taking the value co-creation behavior of Taobao,a platform ecosystem as the research object,this paper uses the case study method to find that platform enterprises,the suppliers and demanders mainly create value through interaction and integration of resources.The interaction between platform enterprises and suppliers includes feedback,learning,support and platform co-governance activities.The supplier value created by them includes the value of product or service innovation,information and reputation value.The interaction between platform enterprises and demanders includes feedback,activity participation and platform co-governance activities.The demander value created by them can be divided into practical,entertainment and social value.