The Co-evolution Process Research Of Internet Platform Ecosystem Under Vertical Market

According to 2016 official statistics,small and medium-sized logistics companies in China make up 95%of the industry.In the vertical segment,these businesses have to face their own management-,financing-as well as rising oil and part-price problems in their daily operations.So exploring how to solve these problems of small-and medium-sized logistics companies will be beneficial to create value and promote harmonious social development.The author of this study found that the "Hechengzhida" platform ecosystem has achieved good results for small and medium-sized logistics companies in a vertical market to this end.For this reason,it is worth analyzing the Hechengzhida platform ecosystem co-evolution path and explore the internal mechanisms of the platform which are most worth studying.This article uses the SPS case method,in order to explain the analysis process in a systematic way gradually,and build a bridge between theory and practice in order to make situational predictions and solve case-based emergencies.Hechengzhida was selected as the subject of study.The data is made up of primary-and secondary data.The primary data is based on a series of unstructured-,and structured interviews.The secondary data consists of related information on the Hechengzhida website.The primary data and secondary data describe the growth path of the Hechengzhida platform ecosystem.Through the literature review,this paper constructed a theoretical framework and revealed the black box of the Hechengzhida platform ecosystem co-evolution procedure.This research contributes to the theory of platform co-evolution ecosystem in the vertical segment market.And by the means of a SPS case study concerning Internet platform ecosystem co-evolution model of path dependence,this model can provide valuable knowledge for other vertical segment markets' small and medium-sized platform companies.In addition to this,the article adopts a multilevel perspective to the analysis of the Hechengzhida platform ecosystem co-evolution.This method of analysis can beneficial to extract the inner mechanism of the successful Hechengzhida platform ecosystem.Through the SPS case analysis research,it was found that the Hechengzhida platform ecosystem co-evolution mechanism comes from its own platform strategy,and the platform strategy,in turn,is influenced by the recognition of market opportunity for small and medium-sized logistics companies.The Hechengzhida co-evolution derives its power from its value subsystem.Through macro value subsystem(value proposition),medium level(creating shared value)and micro(symbiotic relationship)ripple effect,it shapes the Hechengzhida platform ecosystem participants' symbiosis power.It is under the symbiotic power impulsion,that the Hechengzhida platform ecosystem co-evolution is gradually developing in a mutually beneficial way.