Research On Value Co-creation Process Mechanism Of Social Platform Enterprises

In the Internet context,more and more companies are beginning to operate on platform.Among them,social platform enterprises have emerged as a new force.Because of their high frequency and just needed characteristics,they have more than 90% user coverage,which plays an important role in people's daily lives.Social platform companies have greatly changed the traditional way of communication and have gradually become the focus of social attention.However,in practice,the unbalanced development of social platform enterprises has become more prominent.Some enterprises have continued to grow to realize the construction of commercial ecosystems.Some enterprises have only prospered for a while and have not been able to develop in the long run.The reason is mainly because the value creation mode of the platform enterprise has changed,and the performance is co-created by the users and companies.To make the long-term development,the company should pay more attention to the value of the user and the value creation process between the user and the enterprise.Based on the enterprise management practice and the related literature,this paper extracts two main questions:(1)What are the core elements of social platform enterprise value co-creation?(2)How do social platform companies create value? Furthermore,based on the research problems,this paper proposes a general analysis framework based on the review of relevant literatures about platform,value co-creation and interaction,aiming at clarifying the value co-creation subject,value co-creation process and value connotation.After that,this paper further analyzes the case of Wechat platform.By combing the major events in the development process,it is found that the development process can be divided into three stages based on the important events.In the three stages,the case study materials were coded according to the analysis framework using the qualitative analysis software Nvivo11.0,and the above theoretical framework was further verified and developed.Finally,through discussion,the three propositions of this paper are drawn.The results show that social platform companies tend to accumulate basic users in the initial stage,and the value co-creation process pays more attention to user use value,and often promotes the use value of users through social interaction and functional interaction.In the growth stage,social platform enterprises tend to expand content,pay more attention to cultural context value in the process of value creation,and often promote the realization of cultural context value through content interaction.In the stage of rapid growth,social platform enterprises tend to expand their business.They pay more attention to the social context value in the process of value creation,and often promote the realization of social context value through commercial interaction.In the context of new corporate practice,this paper expands the relevant dimensions of value-creation core elements interaction,expands the relevant process of value creation under the platform background,and enriches the development of platform and value co-creation theory.