Study On The Co-Creation Model Of Jingdong’s Crowdfunding Value From The Perspective Of Service Ecosystem

Under the promotion of "Mass Entrepreneurship and Innovations" policy,there has been a wave of innovation and entrepreneurship in China.Start-ups have a low survival rate due to innate deficiencies,and crowd-funding can not only raise money for entrepreneurs,but also play a positive role in the growth of start-ups and brand promotion.Since the introduction of crowd-funding into our country,with the help of Internet finance,the hot situation in the development of crowd-funding industry has cooled down gradually in the last two years,and the trend of polarization has been presented.Why is this situation? In addition to the limitations of the company’s own resources,whether there are differences in the operation mechanism and mode.This article takes JingDong’s crowd-funding as an example to explore the outstanding crowd-funding platform.The platform crowd-funding’s operation model can not only guide other platform,but also help JingDong to understand his own advantages and get further develop.Based on the theory of service ecosystem,this paper analyzes JingDong’s circle of creation based on JingDong’s crowd-funding from the micro-view,middle-view and macro-view,exploring the mechanism of value co-creation of JingDong’s crowd-funding.It was found that the interaction between crowd-funding platform,financier by crowd-funding,investors and the internal and external integration of JingDong resources is a part of JingDong’s crowd-funding value creation.The interaction between the crowd-funding platform and the financier in the process of value co-creation is the material foundation of the value co-creation mechanism,and the three-dimensional interaction between the crowd-funding platform,the financier,the investors and other stakeholders interact provide the impetus and source for the value co-creation.The internal and external integration of JingDong’s resources is the guarantee of the co-creation of the value in the ecological circle.Secondly,The article analyzed the motivation of JingDong crowd-funding to build value co-creation mode,and found that the original intention of JingDong crowd-funding design was to optimize the quality of investment target,alleviate the information asymmetry between investment and financing,and perfect the management of crowd-funding after investment.Thirdly,according to JingDong’s current achievements of crowd-funding,this paper found that JingDong’s co-creation mode of crowd-fundingvalue can promote resource sharing and value appreciation,support the existence of target enterprises,and establish the new channels of equity crowd-funding withdrawing.After that,this paper analyzed the shortcomings of JingDong crowd-funding value co-creation model.In the end,according to the results of the previous research,the paper gave corresponding suggestions about the crowd-funding industry,the government,the crowd-funding platform enterprises,the financier and Investors.