| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 107 === The development of platform economy has promoted the customers participation to be more active, and also affects the transformation of business models. Enterprises must propose incentives for customers to invest, and encourage customers to input their own resources in the production process of the company, and ultimately achieve value co-creation. Value co-creation is a very important strategy in today's business activities.
The motivation of this research is to explore the platform mechanism and business model of the case company through the study of its application of platform economy and the value co-creation process from the perspectives of five elements of the platform economy business model. We have a deep look how the cosmetic platform company establishes users’ trust, continuously enhances their participations and contributions of original content, and how it monetizes the network effect to create a business model for platform profitability.
Through in-depth interviews and qualitative analysis, the research results include 22 discoveries of idle resource, 4 discoveries of online network, 6 discoveries of instantly convenience, 8 discoveries of community sharing, and 5 discoveries of platform value.
We propose three practical advices, including: firstly, the platform company must uphold the principle of a fair third party to provide rich and quality information, and shape the community interaction atmosphere to achieve the purpose of mediation. Secondly, it should link up the external community platforms and improve the participations of the external communities and brands to reach accurate marketing. Thirdly, it must adapt to the trend of technology, combine intelligent services to meet users and stimulate users' shopping decisions, and thus to enhance the profitability of brand owners and platform company.
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