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Consumer Value Co-Creation Process Adjustments in Chinese Business Ecosystems
(Одеський національний університет імені І. І. Мечникова, 2024) Guo Shujun,
The dynamics of consumer behavior and value creation in modern business ecosystems have undergone significant transformation, particularly within the Chinese market context. The emergence of digital platforms and innovative business models has fundamentally altered the traditional paradigms of consumer-business interactions. This transformation has been particularly pronounced in China, where unique socio-cultural factors, rapid technological advancement, and distinctive consumer preferences have created an environment conducive to novel forms of value co-creation. The contemporary business landscape witnesses an unprecedented level of consumer participation in value creation processes. This phenomenon is especially evident in Chinese e-commerce platforms, where consumers transition from passive recipients to active co-creators of value. JD.com, as one of China's leading e-commerce entities, exemplifies this evolution through its innovative approaches to consumer engagement and value co-creation. The platform's integration of advanced technologies, consumer-centric strategies, and comprehensive ecosystem development presents a compelling case for examining the mechanisms and implications of value co-creation in Chinese business ecosystems.