Value Co-creation Model In The Digital Distribution Platform Of Electronic Games

With the development of technology and the change of players' consumption habits,digital distribution in electronic games has become the most important way of game distribution.Major game publishing companies are actively preparing their digital distribution platforms,and the competition among those platforms has become increasingly fierce.However,these enterprises often compete for game suppliers and player market by means of price-war.This competitive strategy is not only bad for enterprises to obtain profits,but also affects the development of those digital distribution platforms of electronic games.Long-term use is not good for players to obtain higher level of services,and thus damages their long-term interests.At the same time,with the shift consumers' role,the evolution of marketing dominant logic and the change of the process of value creation,value co-creation has become an important subject that cannot be ignored in marketing.Value co-creation establishes the status of customers in value creation and emphasizes that enterprises provide services in the process of customers obtaining value to get competitive advantages.This theory provides a new strategic thinking for the digital distribution platform of electronic games.Establishing the value co-creation model in the digital distribution platform of electronic games not only helps us to understand the essence of value co-creation in digital distribution platforms,but also has guiding significance for the construction and operation strategy of Chinese digital distribution platforms.The research on value co-creation focuses on four aspects: the processing stage of value co-creation,the antecedent factors of value co-creation,the influence of value co-creation and the factors of enterprises' successful management of value co-creation.These abundant theoretical results serve as reference for this research.The active practices of domestic and foreign digital distribution platforms provide practical data for this research.This paper firstly introduces the concept of electronic game and digital distribution,and then extends the meaning of digital distribution platform of electronic games.This paper introduces the concept of value co-creation and the basic theory used in this research--service dominant logic and customer participation behaviors in value co-creation.The research framework of this paper is determined by analyzing the existing value co-creation model.The value co-creation model in thedigital distribution platform of electronic games is established by studying the subjects,the behaviors of the subjects and the process of value creation in the digital distribution platform of electronic games.Secondly,this paper identifies three subjects,that is,the game suppliers,the platform constructors or operators and game players,and analyzes the relationship between the three subjects and the evolution trend.Through the methods of interview and literature review,this paper studies the subject behaviors and the process of creating value in the digital distribution platform of electronic games.Finally,based on the above research results,this paper established a value co-creation model in the digital distribution platform of electronic games,compared the model with the existing value co-creation models,and discussed the application of the model.