政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152646

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152646

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政大典藏 > College of Commerce > Graduate Institute of TIPM > Theses > Item 140.119/152646

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152646

Title:	平台生態系的價值共創 — 以 Pinkoi 為例 Exploring Value Co-Creation of the Platform Ecosystem: A Case Study of Pinkoi
Authors:	周佳霈 Chou, Chia-Pei
Contributors:	張瑜倩 Chang, Yu-Chien 周佳霈 Chou, Chia-Pei
Keywords:	文創設計電商平台平台生態系價值共創 Cultural and creative design E-commerce platform Platform ecosystem Value co-creation
Date:	2024
Issue Date:	2024-08-05 13:04:59 (UTC+8)
Abstract:	隨著科技進步和經濟結構轉變，文化創意產業成為國家競爭力的重要指標。由於文創設計領域多由微型企業或個人工作者組成，面對全球化與數位化的快速發展，往往缺乏足夠的資本和組織能力來應對挑戰並與之接軌。在此背景下，電子商務平台成為促進銷售與業務拓展的有效解決方案。從學術角度來看，平台作為數位生態系統的重要組成部分，過去的研究多集中於資通訊科技產業，鮮少探討其他產業中的應用；而從服務主導邏輯的觀點來看，價值共創發生於行動者之間的互動過程，以往的研究主要集中在生產者與消費者之間的互動，缺乏對企業整體位置網絡中價值共創的探討。為補足上述研究缺口，本研究結合平台生態系與價值共創理論的觀點，探討文創設計領域平台生態系中的價值共創，並以「品牌歷史與知名度」、「商品多元性」及「通路複雜性」作為篩選標準，選擇「Pinkoi」作為研究個案。本研究藉由深度訪談法與觀察法收集資料，深入探討文創設計領域平台擁有者、設計師品牌，以及消費者等行動者間的互動關係，以梳理文創設計領域中平台生態系的價值共創模式與發展趨勢。本研究提出三項理論貢獻：首先，確認平台生態系理論適用於文創設計領域，彌補既有研究不足。其次，統整文創設計平台生態系中各方投入資源與價值主張，探討如何透過合作互動達成目的。最後，本研究提出文創設計領域平台生態系價值共創模式，並驗證共同價值基礎是價值共創的關鍵，平台方須兼顧各方訴求，以促進生態系健康發展。 The cultural and creative industries have become a key indicator of national competitiveness. As the cultural and creative design sector is composed of small enterprises and individual practitioners, they often lack the resources to address the challenges of globalization and digitalization. E-commerce platforms provide a cost-effective solution for these businesses to increase sales and expand their operations. While previous research has predominantly focused on platforms within the tech industry, there is a notable lack of studies in other sectors. Additionally, value co-creation, which occurs through interactions between various actors, has primarily been examined in the context of producer-consumer interactions, neglecting the broader value co-creation network within a business ecosystem. This study investigates value co-creation within the platform ecosystem of the cultural and creative design sector by integrating platform ecosystem and value co-creation theories. Pinkoi was selected as the case study due to its strong brand reputation, diverse product offerings, and complex distribution channels. Through in-depth interviews and observational methods, the study explores the interactions among platform owners, designers, and consumers to identify value co-creation models and trends. This study proposes three theoretical contributions. Firstly, it confirms the applicability of platform ecosystem theory to the cultural and creative design field. Secondly, it integrates stakeholder resources and value propositions to examine collaborative interactions within the ecosystem. Finally, it puts forward a value co-creation model tailored specifically to this sector. This research also finds out the importance of establishing a shared understanding of value among actors and highlights the need for platforms to balance the demands of various actors to foster the development of a thriving ecosystem.
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Description:	碩士國立政治大學科技管理與智慧財產研究所 111364102
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