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科技与出版  2025, Vol. 44 Issue (4): 94-102    
学术探索
平台生态系统视角下多边数字阅读平台价值共创与多元主体协同创新路径优化
范文婷1,)2)
1). 安徽大学新闻传播学院,230601,合肥
2)安徽大学出版智库,230601,合肥
Optimization of Multi-subject Collaborative Innovation Path in Value Cocreation on Multi-Sided Digital Reading Platforms: A Platform Ecosystem Perspective
FAN Wenting1,)2)
1). School of Journalism and Communication, Anhui University, 230601, Hefei, China
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摘要: 

文章从平台生态系统理论出发,结合价值共创理论、平台经济理论、互补性理论及协同演化理论等,梳理多边数字阅读平台价值共创的现实挑战,分析其生态系统的多元主体构成,并对平台领导、顾客和其他利益相关者的生态角色、价值主张和行为进行逐一分析,最后提出多边数字阅读平台价值共创多元主体的协同创新路径:一是吸引互补性厂商追随,提升价值捕捉能力;二是通过强化平台隔离机制,打造多元生态网络;三是引导多元主体互利共赢,平衡多方利益。

关键词 数字阅读平台平台生态系统数字出版平台价值共创    
Abstract

The rise of platform-based enterprises represents one of the most significant economic shifts of the 21st century, manifesting across various industries, with a pronounced trend toward emergence and monopolization in the digital publishing sector. Multi-Sided Digital Reading Platform develop and generate new values in the digital reading domain through the extensive "collective participation" of platform leaders, customers, authors, and other stakeholders. This study examines critical challenges in value co-creation faced by Multi-Sided Digital Reading Platforms across three dimensions, drawing from publishing studies, management, and economics, while incorporating platform ecosystem theory, value co-creation theory, platform economy theory, complementarity theory, and co-evolution theory. The first challenge involves managing "redundant resources" from a resource-based perspective. The second addresses the coordination of upstream and downstream value chain partners from the value chain perspective. The third focuses on developing the platform ecosystem's overall value from the platform evolution perspective. Through comprehensive literature review and case analyses, this study identifies three primary participant groups in the value co-creation ecosystem of Multi-Sided Digital Reading Platform: platform leaders, customers, and other stakeholders. Specifically, complementary manufacturers mainly consist of: content providers, copyright cooperation companies, printing enterprises, distribution companies, technical service providers, advertising and PR partners, financial service organizations, as well as other enterprises and individuals that provide complementary products for the platform. Administrative management organizations encompass relevant regulatory authorities at both the national and local government levels.Industry management organizations include practitioner associations, industry institutions, and industry associations. Among these, other stakeholders encompass complementary manufacturers, administrative organizations, industry management organizations, and additional entities. Analysis of multiple global digital reading sector cases reveals that within the value co-creation ecosystem of Multi-Sided Digital Reading Platform, the value proposition of platform leaders focuses on identifying potential shared values, establishing a complementary innovation ecosystem, and distributing platform value among all participants, while managing co-innovation risks. The value propositions among other stakeholders, including complementary manufacturers, administrative organizations, and industry management organizations, demonstrate notable variation. Customer value propositions encompass personal, practical, and holistic dimensions. Customers seek platforms that facilitate matching and integration of complementary content products and services, improve information search efficiency, provide access to knowledge-intensive expertise, and fulfill personalized customization requirements. Based on the aforementioned research findings, the study proposes specific strategies and recommendations for expanding and enhancing the value co-creation ecosystem of Multi-Sided Digital Reading Platforms. For example, attracting complementary vendors to follow and enhancing value capture capabilities; strengthening platform isolation mechanisms to build a diverse ecological network; and guiding diverse stakeholders toward mutual benefit and balanced interests. Only by pursuing an ecological strategy of co-creation and sharing can all platform participants benefit.

Key wordsdigital reading platform    platform ecosystem    digital Publishing platform    value co-creation
出版日期: 2025-04-30
基金资助:国家社科基金重大项目“中国网络文学评价体系建构”(18ZDA283)

引用本文:

范文婷. 平台生态系统视角下多边数字阅读平台价值共创与多元主体协同创新路径优化[J]. 科技与出版, 2025, 44(4): 94-102.
FAN Wenting. Optimization of Multi-subject Collaborative Innovation Path in Value Cocreation on Multi-Sided Digital Reading Platforms: A Platform Ecosystem Perspective. Science-Technology & Publication, 2025, 44(4): 94-102.

链接本文:

http://kjycb.tsinghuajournals.com/CN/      或      http://kjycb.tsinghuajournals.com/CN/Y2025/V44/I4/94

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