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作为一种新的价值创造模式,顾客单独创造价值认为顾客是价值创造者和决定者,企业并未直接参与价值创造过程。本文利用内容分析法对顾客单独创造价值的结果和途径进行理论构建。研究发现:顾客单独创造价值的结果包括顾客忠诚、顾客体验、顾客身份构建和消费对象内容构建四个方面;顾客单独创造价值的途径包括顾客之间的互动及顾客与消费对象之间的互动;其中,顾客之间的互动包括合作、竞争和交换,顾客与消费对象之间的互动包括认知互动和行为互动。本文将顾客单独创造价值研究从概念界定推进到理论构建阶段,同时还从经营哲学、管理策略及新产品开发视角对其实践意义进行讨论。
As a new model of value creation, customers create value alone and think that customers are value creators and decision makers. Enterprises are not directly involved in the value creation process. In this paper, content analysis is used to construct the theory and result of the customer’s individual creation of value. The findings are as follows: the results of customer’s individual value creation include four aspects: customer loyalty, customer experience, customer identity construction and content creation of consumer object. The ways for customers to create value alone include the interaction between customers and the interaction between customers and consumers. Among them, the interaction between customers, including cooperation, competition and exchange, the interaction between customers and consumers, including cognitive interaction and behavioral interaction. In this paper, the research on the value creation of customers alone is advanced from concept definition to theoretical construction stage. At the same time, its practical significance is also discussed from the perspective of management philosophy, management strategy and new product development.