物流平台生态合作的价值创造影响因素与实现路径

随着数字技术的快速发展及消费者需求的提高,传统价值挖掘方式已难以适用于平台生态合作。文章应用结构方程模型和模糊集定性比较分析方法,以328家与物流平台合作的物流企业为例,探索物流平台与合作伙伴的价值创造影响因素与价值实现路径。结果显示：(1)顾客价值主张的识别和价值创新能力提升会促进互补性合作。(2)互补性合作会降低交易成本同时加强多方互动。(3)交易成本降低和多方互动会推动价值实现。(4)在价值实现的2条路径中,顾客价值主张的识别与多方互动的作用显著,而对比价值实现与非价值实现路径可以发现,互补性合作与多方互动将直接导致价值能否实现。研究结论有助于拓展对平台生态合作价值创造的相关研究,为系统成员挖掘价值空间、合作共赢提供实践启示。

Value Creation Factors and Paths for Platform Ecosystem Cooperation

With the rapid development of digital intelligence technology and increasing customers demand, traditional ways of value creation among logistics actors continue to fade away making room for value creation via the platform ecosystem cooperation. The study uses structural equation model and fuzzy set qualitative comparative analysis method, taking 328 logistics enterprises cooperating with the logistics platform as an example, to explore the factors influencing value creation and value realization path of the logistics platform and its partners. The results show that: (1)Identification of customer value proposition and enhancement of value innovation ability will promote complementary cooperation. (2)Complementary cooperation will reduce transaction cost and enhance multi-party interaction. (3)Transaction cost reduction and multi-party interaction will promote value realization. (4)In the two paths of value realization, the identification of customer value proposition and multi-party interaction play a significant role. Comparing value realization and non-value realization paths, we can find that complementary cooperation and multi-party interaction will directly lead to the realization of value. The conclusion is helpful to expand the relevant research on the value creation of platform ecological cooperation, and provide practical enlightenment for ecosystem members to explore value space and win-win cooperation.