Building a Digital Value Co-Creation Circle of Service Innovation: The Largest Taxi Fleet in Taiwan

IT rises a digital war in the world and effects the revolution of business model in the firms. The firms need to co-create value with customers in the digital platform to enhance performance to face the competitiveness. The main goal of this study is to discuss the value creation circle in the digital platform and explore the crucial reasons about how can the value creation circle can recycle without seldom investment and budget. In this study, we use case study as the research method, and chose the Taiwan Taxi corp. as the main object of our research. Then, we also analyze the data base from Google Analytics to improve the quantifiable evidence. We demonstrate two main conclusions, first of all, to create the network externality by the growth members, and the second one is to continue to enhance service quality to added value in the digital platform. In academic contributions, we first supplement the related research in the digital market studies and renew the content of the value creation. Moreover, we also illustrate a new perspective of the digital value creation circle which is different from the value "chain" concept. It can build up a positive value circulation in the digital platform by network externality and added value.