平台经济视角下社群电商的价值共创研究——基于拼多多的案例分析

Research on the Value Co-creation of Community E-commerce from the Perspective of Platform Economy:Case Analysis Based on Pin-duo-duo

文章对拼多多的价值共创活动展开了案例研究,以总结发展经验。案例研究发现,随着平台经济的不断发展,基于柔性价值网理论的社群电商的价值共创活动越发活跃。研究的理论贡献在于提出了改进的柔性价值网的概念,明确了改进的柔性价值网仍由链接、互动与重构三条价值共创的主线构成,拼多多的价值共创活动推动了价值链的重构。研究实践意义在于,充分开展价值共创活动,有利于缓解信息的不对称性,实现多方共赢。

The article launched a case study of Pin-duo-duo's value co-creation activities to summarize development experience.The case study found that with the continuous development of the platform economy,the value co-creation activities of community e-commerce based on the flexible value network theory have become more active.The theoretical contribution of the research lies in proposing the concept of an improved flexible value network,and clarifying that the improved flexible value network is still composed of three main lines of value co-creation:linking,interaction,and reconstruction.Pin-duo-duo's value co-creation activities have promoted the value chain.Refactoring.The practical significance of the research lies in that the full development of value co-creation activities is conducive to alleviating the asymmetry of information and achieving a win-win situation for all parties.