信息技术的到来促进了平台型企业的繁荣发展。与综合型平台相比而言，垂 直型平台模式在整合资源、创造价值方面有其独特优势，成为学者们广泛关注的 商业模式。对商业模式的研究更多关注其价值创造问题，垂直型平台商业模式的 关键同样是价值创造问题。关于价值创造，在 20 世纪初，学者们提出了价值共 创理论，指出价值是由多个利益主体共同创造的。“平安好医生”作为一个互联 网医疗行业的垂直型平台，联结上下游利益相关者构成了一个价值共创体系。那 在该体系中价值是如何被创造的，“平安好医生”的价值共创机制是什么？出于 对“平安好医生”商业模式的关注以及资料的可得性，形成了本文的研究主题。 针对这一研究主题，本文的研究内容主要从两方面开展：首先，由于很少有 研究从知识协同的视角来分析价值共创机制，案例研究适合在没有探讨过的研究 领域，来解释“如何”以及“为什么”的问题，因此本文先从知识协同的视角用 案例研究的方法分析“平安好医生”的价值共创过程，发现其中的关键要素以及 各要素间可能的影响关系。其次，本文在案例研究以及文献回顾的基础上提出 “平安好医生”价值共创机制的理论模型，用实证研究的方法揭示价值共创的机 制，从而提炼出管理启示。 通过案例研究，本文得出以下结论：“平安好医生”价值共创机制中包含的 要素主要有共创活动、知识协同以及共创的价值，知识协同在价值共创中扮演着 核心角色，决定了供应链上各利益主体的获益。实证研究是在案例研究的基础上 进行的，主要以问卷调查的方式收集数据，运用回归分析得出以下结论：首先， 以互动为主要形式的共创活动对企业价值、顾客价值以及供应商价值都有正向的 影响，但这一影响需以知识协同为中介，知识协同在这一关系中起到完全中介作 用。其次，供应商参与在共创活动影响知识协同的关系中起到调节作用，顾客参 与并不起调节作用。 本文从知识协同的视角解读了“平安好医生”的价值共创机制，将价值共创 与知识协同结合做研究，首先这在理论上填补了价值共创机制研究中的空白。其 次在实践中，通过对“平安好医生”价值共创机制的分析，能够更加清楚的认识II “平安好医生”的商业模式，本文的研究结论也可以对其他垂直型平台如何进行 价值共创提供理论基础。 关键词：价值共创，平安好医生，垂直型平台，知识协同，机制III RESEARCH ON THE MECHANISM OF “PINGAN GOOD DOCTOR” VERTICAL PLATFORM VALUE CO-CREATION—THE PERSPECTIVE OF KNOWLEDGE COLLABORATION Abstract The arrival of information technology has promoted the prosperity of platform enterprises. Compared with the integrated platform model, the vertical platform model has its unique advantages in integrating resources and creating value, and has become a business model that draws wide academic close attention. While the study of business models pays more attention to its value creation, the key to the vertical platform business model is also the creation of value. With regard to the creation of value, in the early 20th century, scholars proposed value co-creation theory, pointing out that value was created by multiple stakeholders. As a vertical platform in the Internet medical industry, “Ping An Good Doctor” links upstream and downstream stakeholders to form a value co-creation system. How is the value created in the system, and what is the value co-creation mechanism of “Ping An Good Doctors”Taking into account the business model of “Ping An Good Doctor” itself and the accessibility of relevant materials, the paper choose the research theme—the value co-creation mechanism of “PingAn Good Doctors”. In response to this research theme, the research content of this paper is mainly organized from two aspects: firstly, since there are few studies to analyze the value co-creation mechanism from the perspective of knowledge collaboration, case studies are suitable for explaining the question of “how” and “why” in research areas that have not been explored. Therefore,this paper, for the first step, analyzes the value co-creation mechanism of “Ping An Good Doctor” by way of case study from the perspective of knowledge collaboration, the purpose is to discover the key elements of the mechanism and the relationship between elements. Secondly, based on the case study and literature review, this paper puts forward the theoretical model of the value co-creation mechanism of “Ping An Good Doctor”, and uses empirical research methods to reveal the mechanism of value co-creation, and then proposes management enlightenment. Through case study, the paper draws the following conclusions: the factorsIV included in the value co-creation mechanism of “Ping An Good Doctor” mainly include co-creation activities, knowledge collaboration and the value of multiple stakeholders, where knowledge collaboration plays a central role in value co-creation and decides the benefits of multiple stakeholders in the supply chain. The empirical research is based on case studies, mainly collecting data by questionnaire, and using regression analysis to draw the following conclusions: firstly, co-creation activities whose main form is interaction have a positive impact on corporate value, customer value and supplier value, but knowledge collaboration plays a full mediating role in this relationship. Secondly, supplier participation plays a positive moderate role in the relationship between co-creation activities and knowledge collaboration, while customer participation’s moderation is not significant. This paper interprets the value co-creation mechanism of “Ping An Good Doctor” from the perspective of knowledge collaboration, and combines value co-creation and knowledge collaboration to do research. Firstly, this theoretically fills the gap in the research of value co-creation mechanism. Secondly, in practice, through the analysis of the value co-creation mechanism of “Ping An Good Doctor”, we can more clearly understand the business model of “Ping An Good Doctor”. The conclusions of this paper can also provide a theoretical basis for how other vertical platforms co-create value. Keywords: value co-creation, Ping An Good Doctor, vertical platform, knowledge collaboration, mechanismV 目 录 中文摘要.....................................................................................................I Abstract.....................................................................................................III 第一章 前言.............................................................................................1 1.1 研究背景与研究主题.....................................................................................1 1.1.1 实践背景..................................................................................................1 1.1.2 理论背景..................................................................................................2 1.1.3 研究主题..................................................................................................3 1.2 研究内容与研究方法.....................................................................................3 1.2.1 研究内容..................................................................................................3 1.2.2 研究方法..................................................................................................4 1.3 论文框架与技术路线.....................................................................................4 1.3.1 论文框架..................................................................................................4 1.3.2 技术路线图..............................................................................................5 1.4 研究意义与研究创新.....................................................................................7 1.4.1 研究意义..................................................................................................7 1.4.2 研究创新..................................................................................................7 第二章 文献综述.....................................................................................8 2.1 垂直型平台商业模式.....................................................................................8 2.1.1 商业模式的概念及要素..........................................................................8 2.1.2 垂直型平台模式的特殊性......................................................................8 2.2 价值共创.........................................................................................................9 2.2.1 价值共创的概念......................................................................................9 2.2.2 价值共创理论的基础............................................................................11 2.2.3 价值共创的相关研究............................................................................12VI 2.2.4 共创活动的测量维度............................................................................14 2.2.5 共创的价值............................................................................................14 2.3 知识协同.......................................................................................................15 2.3.1 知识的界定............................................................................................15 2.3.2 协同理论................................................................................................16 2.3.3 知识协同的概念....................................................................................16 2.3.4 知识协同的相关研究............................................................................17 2.3.5 知识协同的测量维度............................................................................18 2.3.6 知识协同与价值创造............................................................................18 2.4 多主体参与...................................................................................................19 2.4.1 顾客参与及其测量................................................................................19 2.4.2 供应商参与及其测量............................................................................19 2.5 文献述评.......................................................................................................20 第三章 案例研究与模型构建 ..............................................................22 3.1 案例研究设计...............................................................................................22 3.1.1 理论预设................................................................................................22 3.1.2 案例企业选择及概述............................................................................22 3.1.3 研究方法及数据收集............................................................................24 3.1.4 数据处理及信效度................................................................................26 3.2 案例分析.......................................................................................................26 3.2.1 实体产品................................................................................................27 3.2.2 服务........................................................................................................30 3.3 价值共创机制模型和研究假设...................................................................33 3.3.1 模型构建................................................................................................33 3.3.2 研究假设................................................................................................34 第四章 实证研究设计 ..........................................................................37VII 4.1 样本选择与数据收集...................................................................................37 4.2 变量测量.......................................................................................................38 4.2.1 共创活动................................................................................................38 4.2.2 知识协同................................................................................................39 4.2.3 顾客参与................................................................................................39 4.2.4 供应商参与............................................................................................39 4.2.5 关于价值的测量....................................................................................39 4.3 数据分析方法...............................................................................................39 4.3.1 信度和效度检验....................................................................................39 4.3.2 中介效应检验........................................................................................40 4.3.3 调节效应检验........................................................................................40 第五章 数据分析...................................................................................41 5.1 描述性统计及相关分析...............................................................................41 5.2 共同方法偏差及信效度检验.......................................................................43 5.2.1 共同方法偏差检验................................................................................43 5.2.2 信度检验................................................................................................43 5.2.3 效度检验................................................................................................44 5.3 假设检验.......................................................................................................46 5.3.1 直接效应检验........................................................................................46 5.3.2 中介效应检验........................................................................................48 5.3.3 调节效应检验........................................................................................51 第六章 结果讨论及启示 ......................................................................53 6.1 实证结果总结...............................................................................................53 6.2 结果讨论.......................................................................................................54 6.2.1 共创活动对价值的主效应....................................................................54 6.2.2 知识协同的中介效应............................................................................54VIII 6.2.3 顾客参与和供应商参与的调节效应....................................................55 6.3 管理启示.......................................................................................................56 第七章 研究不足与展望 ......................................................................57