摘要
随着互联网的普及和数据技术的发展,平台经济大放异彩,其凭借丰富的共享资源、强大的整合能力以及交叉网络带来的外部性,顺理成章居于客企双边市场的核心,在技术、资源、流量、场景等方面持续赋能双边。从平台赋能与价值共创的整合分析视角,探讨平台赋能对于客企价值共创的影响,并借助对淘宝平台数据的实证分析,得出结论:平台赋能显著正向影响客企价值共创行为,并借助价值主张契合、良性互动对话、资源优化整合等客企价值共创行为子维度间接影响客企价值共创结果,有效提升企业和客户的价值;平台赋能能够直接促进企业价值提升,但只能通过客企价值共创行为来影响客户价值;客企价值共创行为中,资源优化整合能够给客企双方带来最大的价值增值,良性互动对话次之,而价值主张契合并不能提升双方的价值。
With the popularization of the internet and the development of data technology,the platform economy has shined.With its abundant shared resources,strong integration capabilities,and externalities brought about by cross-networking,it is logical to live in the core of the bilateral customer-enterprise market in terms of technology and resources.Traffic,scenarios and other aspects continue to empower bilateral.From the perspective of integrated analysis of platform empowerment and value co-creation,discuss the impact of platform empowerment on the value co-creation of customers and enterprises,and draw a conclusion from the empirical analysis of Taobao platform data:platform empowerment significantly positively affects the value of customers and enterprises co-creation behavior,and indirectly affect the results of customer-enterprise value co-creation with the help of value proposition fit,benign interactive dialogue,resource optimization and integration and other sub-dimensions of customer-enterprise value co-creation behavior,significantly enhancing the value of enterprises and customers;platform empowerment.It directly promotes the enhancement of corporate value,but it can only affect customer value through the process of customer-enterprise value co-creation;in the behavior of customer-enterprise value co-creation,resource optimization and integration can bring the greatest value added to both parties,followed by benign interactive dialogues.The value proposition merger cannot enhance the value of both parties.
作者
陈静怡
CHEN Jing-yi(College of Business Administration ,Fujian Business University, Fuzhou Fujian 350001,China)
出处
《华北理工大学学报（社会科学版）》
2021年第5期36-43,共8页
Journal of North China University of Science and Technology(Social Science Edition)
基金
2019年度福建省社会科学规划青年项目(FJ2019C039)。
关键词
平台赋能
价值共创
客户价值
企业价值
platform empowerment
value co-creation
customer value
enterprise value
