关键词: 价值共创, 平台生态系统, 演化博弈, 决策行为

Abstract: In recent years, the platform has gradually derived an ecosystem, developed layout in core business and complementary fields, creating fierce competition for resources in the same field. The value co-creation logic based on consumer experience promotes the deep integration of platforms, complementary enterprises and users, and the interaction between value co-creation subjects helps the platform ecosystem to explore new business value and bring higher quality service and consumption experience to users. In the economic model of consumer Internet platform, value co-creation has become a new paradigm for the platform ecosystem to expand the business landscape.
However, most of the studies have demonstrated the enabling effect of incentive behavior on the realization of value co-creation on the theoretical or institutional level, but have not deeply discussed the mechanism of specific incentive behavior affecting value co-creation from the perspective of the mathematical model. At the same time, the platform research in the traditional bilateral market only regards the platform enterprises, complementary enterprises and users as the supply-demand match, which separates the system integrity of the platform ecosystem and thus fails to reflect the value co-creation effect among ecological subjects. Therefore, it is of great significance to study this scheduling problem.
With the consumer Internet platform ecosystem as the research object, first, we build the value co-creation concept model of the consumer Internet platform ecosystem, clarify the mechanism of value co-creation within the ecosystem. Secondly, based on the conceptual model, we build the three-party collaborative evolution game model of platform enterprises, complementary enterprises and users from the perspective of limited rationality, which reflects the enabling function of platform enterprises in the form of external incentive, systematically analyze the influence of decision-making behavior on value co-creation of platform ecosystem, explore the stability of the local evolution of the system under the strategy equilibrium, and discuss the mechanism of different decision behaviors of the three parties. Finally, based on the leading role of platform enterprises, combined with numerical simulation, we analyze the promotion effect of platform technology incentive, supplier incentive and user incentive behavior on other subjects’ decision-making and value co-creation, explore the path to improving the value of platform ecosystem under the power of platform enterprises, and provide new ideas for the subsequent development of platform economy.
In the tripartite evolutionary game model, three stable strategy combinations and two stable co-creation relations of the platform ecosystem are obtained, and the equilibrium point of the mixed strategy is not the evolutionally stable strategy. The results show that technology incentive, supplier incentive and user incentive can drive platform enterprises, complementary enterprises and users to co-create synergistic value. The user incentive has the greatest effect on the platform ecosystem value co-creation performance, while the supplier incentive has the least effect. The role of technology incentive is mainly manifested in driving users’ willingness to participate in value co-creation, which can significantly improve the speed of value co-creation. The value of user incentive mainly lies in accelerating the participation of platform enterprises in value co-creation.
The main contributions of this paper are as follows: we discuss the influence of the decision behavior on the realization of the value, provide the theoretical and practical value for the strengthening of the cooperation between the ecological network of the platform ecosystem under the flow dividend, and the guiding point for the sustainable development of the platform ecosystem in the fierce competition environment.

Key words: value co-creation, platform ecosystem, evolutionary game, decision-making behavior