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在web2.0和社交媒体的快速发展下,顾客创新成为了企业重要的发展战略,如何充分利用社交媒体来为顾客创新战略创造价值成为企业面临的挑战。本文首先指出各种社交媒体成为顾客参与创新的重要平台,然后根据两个维度:顾客提供信息的类型和顾客的创新动机将顾客创新行为分为四类,重点分析了社交媒体对领先用户方法、创新工具箱方法、技术解决竞赛和创意竞赛等四种顾客创新行为的影响,最后提出管理启示。
With the rapid development of web2.0 and social media, customer innovation has become an important development strategy for enterprises. How to make full use of social media to create value for customer innovation strategy becomes a challenge for enterprises. This paper first points out that all kinds of social media have become the important platform for customers to participate in innovation. Then, based on two dimensions: the type of information provided by customers and customers’ motivation for innovation, customer innovation behavior is divided into four categories, with emphasis on social media for leading users, Innovative toolbox approach, technology to solve competition and creative competitions and other four kinds of customer innovation behavior, and finally put forward management inspiration.