Abstract：Based on the platform of ZBJ.COM, this study puts forward the multi-agent value co-creation mechanism model of small and medium-sized micro-enterprise service platform using the exploratory single case study method. The findings are as follows：①Platform enterprises strive to maximize user value as value promoters and co-creators, and play a supporting role in the whole value co-creation activities through the forms of value proposition, value commitment, value promotion and value transmission;②Participants take turns to take on the roles of “conductor” and “linkage” to expand the system node relationship; ③The multi-agent relationship of the platform presents the three-stage characteristics of “connection—linkage—association”, and according to the main line of value, the comprehensive value creation process of the platform follows the core logic of “value activation—value aggregation—value diffusion”.
赵泉午，游倩如，杨茜，龙梅. 数字经济背景下中小微企业服务平台价值共创机理——基于猪八戒网的案例研究[J]. 管理学报, 2023, 20(2): 171-.
ZHAO Quanwu，YOU Qianru，YANG Xi，LONG Mei. Research on Value Co-Creation Mechanism of Service Platform for Small and Medium-Sized Enterprises in Digital Economy——A Case Study Based on ZBJ.COM. Chinese Journal of Management, 2023, 20(2): 171-.
