Judul Workshop?

Platform untuk Meningkatkan Value Cocreation dari Kluster Batik di Kota Solo
dengan Perspektif Servis Sistem Sains
Presented by:

Utomo Sarjono Putro

SBM ITB

Solo Batik Cluster Value-Cocreation?

Serbuan Batik dari Cina
Masyarakat belum paham makna batik
sesungguhnya
Turunnya wisatawan yang datang ke
kota Solo
Wisatawan merasa cukup hanya
mengunjungi Kauman saja atau Laweyan
saja untuk membeli batik.
Pertumbuhan klaster industri batik
stagnan
Value/Manfaat
dengan
keberadaan
kluster batik
Solo saat ini

P
L
A
T
F
O
R
M

Kolaborasi dari
Pengusaha batik,
Pemerintah Solo,
Universitas,
swasta lainnya

Co-Creation

Wisatawan Domestik dan asing

bertambah datang ke kota Solo
Wisatawan merasakan manfaat
yang semakin besar dengan adanya
Sinergi kampung batik laweyan dan
kauman dengan konsep pariwisata
tersinergi

Research Methodology
Batik Industrial cluster, Solo, Indonesia

Reality

Flexible and
dynamic interaction

Value Cocreation
Process

Service components
Rolesfunctions
activities

Value Orchestration Platform Model

Service Systems Science

Local Tourism Area as

Two-layered Service System

Value co-creation process

Value Orchestration Platform

Service
System

Value Co-creation Process

Service Value
New Value

Co-elevation

Co-development

Co-definition
Co-experience
Customers

Value Cocreation

Providers

Sketsa Situasi Permasalahan Klaster Batik Solo

Bagaimana mengedukasi
masyarakat mengenai batik?

Bagaimana menarik
wisatawan dan
membuat acara dan
program untuk
wisatawan?

Universitas

Pabrik Pemasok
Mori

Bagaimana cara
menjual lebih banyak
batik tapi tetap
mempertahankan
originalitas Keraton.

Bagaimana cara
menjaga dan
melestarikan bangunan
kuno?

Ketergantungan
terhadap mori
masih besar dan
pendanaan utk
klaster?.

Co-Creation?
Wisatawan

BAPEDA

Saya tidak tahu

perbedaan Kauman
dan Laweyan, saya
bahkan tidak tahu arti
dari batik.

Apa lagi yang

kota ini
tawarkan
selain batik?

Dinas Pariwisata
dan Kebudayaan

1) Co-experience and co-definition

By co-experience the provider and customer
share an internal model to co-define a common
understanding about the service.
Provider <<< Customers needs and preference (terkait dng isu
menarik wisatawan dan meningkatkan nilai batik)
Bagaimana jika konsumen dapat belajar membatik langsung dengan
kain dan motif yang tersedia dan membawanya pulang?
Bagaimana jika konsumen mendapat pengetahuan sejarah jejak
peninggalan cagar budaya di solo?

Customer <<< Providers direction of service

Bagaimana proses belajar membatik dalam suatu kelas yang dimulai
dari membuat pola, membatik, mewarnai dan nglorot?
Apa saja jejak peninggalan cagar budaya di solo dan bagaimana
provider mengangkat nilai sejarahnya?

Co-experience and co-definition

Satisfaction is generated by
co-experiencing and
co-defining a
shared internal model
by provider and customer.
At Batik workshop
Through conversation
Batik Mahkota Laweyan recognizes customers
need.
Customer understands uniqueness of batik
process.

Co-elevation
Co-elevation is a zigzag-shaped spiral up process
of expectation of the customers and abilities of
the providers.

Producers names, address and photos certainly guarantee quality of batik, both of
providers and customers believe.

Co-development
Co-development pays attention to coinnovation generated by simultaneous
collaboration among the various entities.
Example: Development of Batik Motif

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Value Orchestration Platform: 3 Management Strategies

Value co-creation Process

Customers

-Co-experience
- Co-definition

Providers

- Co-elevation
- Co-development

Value Orchestration Platform

Involvement
Inviting to
co-experience and codefinition process.

Curation
Re-examining content and
meaning of existing
information and putting a
new interpretation.

Empowerment
Promoting
co-elevation and
co-development
process.

Two Sided Platform

SIDE A

SIDE B

Access to
Value Co
Creation

Participate in
SoGo

Starbucks

Benefit

Benefit

Marks & Spencer

Two-sided Platform
Providers
Consumers

Shopping Mall

Tenants

Examples of Platform
Amazon, eBay, iTunes, Rakuten, YouTube, etc.
primarily serve as value orchestration
platform on which they facilitate to connect
tens of thousands of providers (sellers) to tens
of millions of customers (buyers).

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Solo: Two Sided Platform

SIDE A

Matching Process

Access to

SIDE B

Participate in
Value Co
Creation

Expectations
Needs

Travel

Experiencing how to make batik

Hotel

Assurance of product quality,

Benefit

Benefit

Showroom

Two-sided Platform

SoloWEB!
Consumers

Platform Batik Cluster Solo

Pengusaha Batik
Cluster
Providers

Management Strategies in Batik Industrial Cluster

Customers
(Turis Lokal dan
Internasional)

Value co-creation Process

-Co-experience
- Co-definition

Provider

(Kampung batik
Kauman dan Laweyan,
Pemerintah Solo

- Co-elevation
- Co-development

Value Orchestration Platform

Involvement
Program Cagar Budaya
(Sejarah Laweyan dan
Kauman)
Program Experiencing
membatik
Program Inventarisasi
buku sejarah batik
Involvement = inviting customer
To co-experience & co-definition

Curation
Program kustomisasi batik
melalui sosial media, SNS
(facebook, twitter, dll)
Program labeling (motif) batik
dalam event atau showroom
Program Pariwisata tersinergi
(Guide Tur dengan cerita
sejarah Solo keseluruhan)
Program Ikon lokal karakter
solo
Curation = Re-examining content
and meaning of existing information
and putting a new interpretation.

Empowerment
Pengembangan pasar di
luar solo melalui media
online (facebook, twitter,
dll)
Pengembangan Moda
Transportasi Yogya-Solo
(shuttle bus)
Pemetaan ragam hias
batik keraton
Pengembangan bahan
baku ulat sutera
Empowerment = promote coelevation and co-development

Involvement Strategy
Dinas Pariwisata &
Pemerintah Daerah Kota
Solo

Program Cagar Budaya

(Sejarah Solo,
kampung batik
Laweyan dan Kauman)

Dinas Pariwisata &

Pemerintah Daerah Kota
Solo, universitas

Program Experiencing
membatik
Laweyan, Kauman,
dinas pariwisata

Program Inventarisasi
buku sejarah batik
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Curation Strategy
Dinas Pariwisata &
Pemerintah Daerah Kota
Solo, laweyan, Kauman

Program kustomisasi
batik melalui media
online (facebook,
twitter, dll)
Dinas Pariwisata &
Pemerintah Daerah Kota
Solo

Program labeling
batik (motif) dalam
event atau
showroom

Program Pariwisata
tersinergi (Guide Tur
dengan cerita sejarah
Solo keseluruhan)
Dinas Pariwisata &
Pemerintah Daerah Kota
Solo, laweyan, Kauman,
Universitas

17

Empowerment Strategy
Dinas Pariwisata &
Pemerintah Daerah Kota
Solo

Program Program
Pengembangan
Moda
Transportasi
Yogya-Solo
(shuttle bus)

Pemerintah Daerah Kota

Solo, laweyan, Kauman,
Universitas

Program
pemetaan
ragam hias
batik keraton
Dinas Pariwisata &
Pemerintah Daerah Kota
Solo
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Program
pengembangan
bahan baku ulat
sutera