共享医疗平台如何实现价值共创?——一个探索性单案例研究

摘要/Abstract

摘要： 共享医疗平台有助于缓解医疗资源分配不均、医患关系紧张等社会问题。然而由于共享医疗平台没有建立有效的、可持续的合作共赢模式,双边市场的用户参与意愿不高,导致市场规模增长缓慢,无法带来显著的经济和社会价值。本文基于价值共创理论,以“好大夫在线”平台为案例识别共享医疗平台的各类行为,探讨各类行为主体在互动中扮演的角色,构建共享医疗平台价值共创过程模型,归纳价值维度,不仅能够提升双边市场用户体验和参与意愿,进而扩大市场规模;还能够促进资源交互与共享,使各方共创价值最大化。研究发现,需求方驱动供给方和平台方优化服务水平;平台方保障双边市场用户的利益;供给方为提升自身和平台的声誉、消费者体验做出贡献;共享医疗平台整体与社会双向嵌入,互促发展;各主体通过互动共创信息价值、功能价值、经济价值、社会价值。研究较好地回答了“共享医疗平台如何实现价值共创”这一问题,对共享医疗、价值共创领域的研究具有理论贡献,也为平台运营、行业发展提供实践启示。

关键词: 共享医疗平台, 价值共创, 互动, 角色, 案例研究

Abstract: Sharing medical platform can help alleviate social problems such as uneven distribution of medical resources and tensed doctor-patient relationship. However, due to the lack of an effective and sustainable cooperation and win-win model, users in two-sided market are not motivated to participate, so the platform market grows slowly and cannot bring significant economic and social value. Based on the value co-creation theory and the case of “haodf.com”, this paper constructs a model of value co-creation process of sharing medical platform and inductive value dimensions, which can not only motivate users in two-sided market to participate in a comfortable manner, thus expanding the market scale; but also promote the interaction and sharing of resources, thus maximizing the value co-created by each subject. The results show that the demand side drives suppliers and platforms to optimize service level; the platform side guarantees the interests of two-sided market users; the supply side strives to win itself and platforms a better reputation and achieve better consumer experience; sharing medical platform is fully embedded in the society, and both of them promote each other’ s development; all players co-create informational value, functional value, economic value and social value through interactions. This research provides a good answer to the question of “how a sharing medical platform realizes value co-creation”, and has theoretical contributions to the research in the field of sharing medical care and value co-creation, and also provides practical enlightenment for platform operation and industry development.

Key words: sharing medical platform, value co-creation, interaction, role, case study

刘刊, 周宏瑞, 侯月婷. 共享医疗平台如何实现价值共创?——一个探索性单案例研究[J]. 管理评论, 2022, 34(11): 337-352.

Liu Kan, Zhou Hongrui, Hou Yueting. How does the Sharing Medical Platform Realize Value Co-creation?——An Exploratory Single Case Study[J]. Management Review, 2022, 34(11): 337-352.

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