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| 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 |
| ZHAO Quanwu，YOU Qianru，YANG Xi，LONG Mei |
| 1. Chongqing University, Chongqing, China； 2. ZBJ.COM, Chongqing, China |
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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”.
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Received: 21 March 2022
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