“共享+”模式下平台生态价值共创策略与激励机制  

Co-creation strategy and inventive mechanism of platform ecosystem value under the “sharing +” mode

作　　者：任雪杰 梁艺馨 赵林度[2] REN Xuejie;LIANG Yixin;ZHAO Lindu(School of Management,Nanjing University of Posts and Telecommunications,Nanjing 210003,China;School of Economics and Management,Southeast University,Nanjing 211189,China)

机构地区：[1]南京邮电大学管理学院,江苏南京210003 [2]东南大学经济管理学院,江苏南京211189

出　　处：《管理工程学报》2025年第2期248-261,共14页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(72071039);南京邮电大学人文社会科学研究基金项目(NYY223004)。

摘　　要：共享平台在构建和完善自身生态品牌时,通过与相关企业或其他平台合作共同创造生态价值,这一模式被称为“共享+”模式。本文首先考虑平台价值独创情形,分析该情形下的最优策略。接着,本文进一步考虑平台作为主创者和多个共创者之间的微分博弈,并在该情形下决策最优努力水平的Nash均衡。最后,本文考虑平台根据共创者努力水平给予激励的Stackelberg主从博弈。本文在分析平台价值独创策略、价值共创策略和共创激励策略时发现,共创激励策略下平台的价值产量和最优收益均最高,且该策略下平台付出的努力最少;其次为无激励的价值共创策略,而价值独创策略表现最差。创造者的最优收益和价值产量在三种策略下均关于时间单调递增,但增速越来越慢,最后趋于收敛值。参数弹性分析表明,共创者的变现能力和价值产出率正向影响均衡解,而边际成本、价值自然损失率、折扣因子均负面影响均衡解。本文结论解释了抖音、拼多多等平台的补贴机制,印证了价值共创是平台和共创者的双赢策略。The sharing economy has entered the phase of deep integration,giving rise to the “sharing +” mode,which carries two layers of meaning:one is the “sharing platform + non-platform enterprises”,that is,platform enterprises,while focusing on their core businesses,continuously explore innovation and integration of related services;the other is the “sharing platform + sharing platform”,that is,super platforms collaborate with other service platforms.The essence of “sharing +” mode lies in the collaborative creation and sharing of value among multiple service entities linked by the platform.This process is driven by platform enterprises and other stakeholders,which,through competitive cooperation,interaction,and resource integration,work together to create value.In this context,the platform acts as the value creator,while other service entities(such as manufacturers,technical support providers,and other platforms etc.) act as co-creators of value.In the process,the platform needs to invest significant resources and costs to expand its user base and leverage accumulated consumption data;meanwhile,other service entities need to improve their product quality and services to enhance customer satisfaction.In essence,both creators and co-creators need to strive to enhance their value production.Based on the aforementioned observation,few literature uses mathematical models to explore how the platform,as the primary value creator,collaborates with multiple co-creators to jointly create and share value,and theoretically analyzes the time-varying nature of equilibrium solutions.In this paper,a dynamic model is established for this new business model of value co-creation and shared consumption,and discusses platform collaboration strategies and influencing factors.First,we consider the scenario where the platform creates value independently.Next,we delve into the differential game(Nash game) between the platform,acting as the primary value creator and multiple co-authors.Finally,we expand the analysis to a scenari

关 键 词：共享平台生态 价值共创 微分博弈 努力水平激励 

分 类 号：F272[经济管理—企业管理]