共享经济下货运平台与用户价值共创机理--基于冷链马甲的案例研究

Co-creation Mechanism of Freight Platform and User Value in the Perspective of the Sharing Economy:Based on the Case Study of Lenglianmajia

公路货物运输领域是共享经济的典型应用场景,车源和货源信息的有效匹配,能够提高车辆使用效率,有效降低物流成本,为双边用户和平台创造价值。通过对鲜易冷链马甲的案例研究,结合价值创造理论提出了驱动因素-投入-价值共创渠道(互动)-产出的价值创造过程概念模型,并对该模型中驱动因素的影响和价值创造过程的各阶段进行了深入分析,阐释了货运共享中的用户与平台之间的价值创造机理。研究发现:共享经济模式下,货运平台的价值创造活动可以分为进入和使用两个阶段,用户和平台在不同阶段遵循不同的价值创造逻辑。进入阶段的价值共创由平台主导。使用阶段的价值共创与用户活动有关,平台连接过程由用户主导价值创造,车主运货过程由平台和用户共同主导价值创造,支付结算过程由平台主导价值创造。

The field of road freight transportation is a typical application scenario of the sharing economy.The effective matching of vehicle source and cargo source information can improve the vehicle efficiency,effectively reduce logistics costs,and create value for bilateral users and platforms.The paper studies the case of Xianyi Lenglianmajia,and comes up with a value creation process concept model of driving factors-input-value co-creation channel(interaction)-output based on the value creation theory.With a deep analysis of the influence of the driving factor and all stages of the value creation,the paper expounds the value creation mechanism between the users and platforms in fright sharing.The study shows in the sharing economy,the value creation activities of fright platforms can be divided into such two stages as entry and use.The users and platforms comply with different value creation logic in different stages.The value creation at the entry stage is dominated by platforms.The value creation at the use stage is related with users'activities.The platform connection process is created by user-dominating value.The transportation process is created by both platform-dominating and user-dominating value.The payment and settlement process is created by platform-dominating value.