Study On The Improvement Of Shared Bicycle Product Service System Based On Value Co-creation Theory

With the arrival of the era of sharing economy,shared bicycle,as a typical representative of sharing economy,has achieved rapid development.But the problem which exposes social undesirable phenomenon and shared bicycle operation predicament is serious.In response to "product + service" and network interaction,shared bicycle service providers establish the Shared bicycle product service system of value co-creation by cooperating with suppliers,investors,governments,users and other stakeholders,and explore the reform and upgrading of the development mode of Shared bicycle.In this situation,based on value co-creation theory and evolutionary game theory,this paper analyzes the selection strategy of maximizing value created by stakeholders of Shared bicycle product service system and evaluate the current development stage of Shared bicycle in China.Finally,Taking OFO for example,based on value co-creation motivation and mechanism,this paper puts forward the optimization measures to realize value co-creation by using the confirmatory factor analysis of structural equation model,so as to provide theoretical and practical guidance for the operation and development of Shared bicycle in China.Firstly,based on the theory of value network and the concept of product service system,this paper analyzes the classification,composition and development trend of Shared bicycle PSS.Elaborating the current development status of Shared bicycle by using SWOT-PEST analysis,combining the concept of value network,this paper analyzes the development,evolution and reconstruction of the value network of Shared bicycle product and service system,and presents the realization process model of value co-creation among relavant stakeholders.Secondly,introducing user incentive and government reward and punishment mechanism,through the analysis of evolutionary game process,the paper gives the optimal strategy for related stakeholders to realize the value co-creation maximization.Then,through expert scoring and triangular fuzzy AHP,this paper evaluates the ability of relevant stakeholders to realize the maximization of value co-creation,so as to obtain the key factors of the Shared bicycle product service system to realize the maximization of value co-creation.Finally,taking OFO Shared bicycle an example,the feasibility and practicability of key factors of Shared bicycle are verified through questionnaires survey and interview,and the optimization of path coefficient is analyzed to propose optimization measures of the development and improvement of OFO Shared bicycle.The research results show that the value co-creation ability of China's current shared bicycle product service system is poor and needs to be improved,and six keys,namely resource innovation,resource integration,transaction cost,interactive connection,operation efficiency and information transparency,should be considered to improve the Shared bicycle product service system.It not only enriches the current Shared bicycle product service system and value co-creation theory,but also provides the exact theoretical reference basis for the upgrading of Shared bicycle product service system.The thesis includes 40 figures,36 tables and 105 references.