The Study On Value-Allocation Of Supply Chain Against A Background Of Value Co-creation

During the advent of the era of mobile Internet, enterprises and the consumers are becoming more closely. The traditional pattern of supply chain value-creation that is dominated by enterprises and is oriented to customer value has been not matched the demand of the society development. Therefore more and more enterprises adopt new value creation pattern, namely to co-create value together with consumers.Against the background of value co-creation, enterprises and consumers create higher value of supply chain. But how are the value co-created by both enterprises and customers allocated fairly and reasonably? Few scholars explore this question. So this article will discuss how to allocate supply chain value against the background of value co-creation. Fair and reasonable value-allocation of supply chain can not only promote the enterprise competitiveness and customer satisfaction, but also improve the relationship between the two, and determine whether the two will continue their cooperation. At the same time it could make activities of supply chain value creation better for a long time.First, this paper reveals the connotation and allocation mechanism of supply chain value against the background of value co-creation systematically through putting literatures in order and actual investigation; Then, discusses about the problems of value allocation between enterprise alliance and consumers with price model; Finally, solves problems about value allocation of the inner enterprise alliance through improved Shapley method and explores how the consumer participation and consumer interaction affect the value allocation through the empirical study. So it can reveal value allocation mechanism in supply chain more completely and explain how values are allocated among its members. Through researching value allocation of supply chain systematically, this paper draws the following conclusions:(1) it is theoretically proved that enterprises and consumers co-create value with each other, in result their value has improved in the supply chain. (2) The interactions between consumers have a positive influence on consumer value allocation; the consumer interaction plays a completely intermediary role between consumer participation and value distribution.The innovation point in this paper lies in:this article systematically studies the problems about value allocation of supply chain; this paper states value allocation model about internal enterprise alliance considering the effect of consumers, and studies the value-allocation among consumers through empirical approach. These problems in the field are studied to broaden the research thought, enrich the theory of supply chain value and provide a solid theoretical support for management practice in the future.