用户参与下的“共振价值”——基于价值共创理论
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摘要
企业为了可持续发展,通过用户在服务平台上有意义的参与、不断的服务产品的迭代,最终趋近于一个"共振"服务生态,其最终的价值取决于价值共创的水平。如何衡量服务生态系统的价值共创水平呢?从微观层面用户参与视角,创新性地提出"共振价值"的概念,为从微观层的核心主体——企业和用户切入研究价值共创的水平做出了贡献。通过对价值共创的核心主体——企业和用户的价值理论进行逻辑梳理,总结出三大价值共创要素:用户有意义的参与、价值共创平台和用户价值的产生,最终提出"共振价值",是通过一种科学的方法联合评估企业价值和用户价值最大化的管理工具。
Enterprises are striving for a"resonance"service ecosystem through the meaningful user engagement on the service platform and continuous iteration of service products.The value depends on the level of value co-creation,so how to measure the level of value co-creation in the service ecosystem?From the perspective of user engagement at the micro level,this paper proposes the concept of"resonance value"in an innovative way,in order to contribute to study the level of value co-creation from the core subjects of enterprises and users.This paper summarizes the three value co-creation factors:meaningful user engagement,value co-creation platform and user value generation.Finally"resonance value"is proposed,which is a collaborative approach to assessing enterprise value and user value maximization through a scientific approach.
Enterprises are striving for a"resonance"service ecosystem through the meaningful user engagement on the service platform and continuous iteration of service products.The value depends on the level of value co-creation,so how to measure the level of value co-creation in the service ecosystem?From the perspective of user engagement at the micro level,this paper proposes the concept of"resonance value"in an innovative way,in order to contribute to study the level of value co-creation from the core subjects of enterprises and users.This paper summarizes the three value co-creation factors:meaningful user engagement,value co-creation platform and user value generation.Finally"resonance value"is proposed,which is a collaborative approach to assessing enterprise value and user value maximization through a scientific approach.
引文
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[2]PRAHALAD C K,RAMASWAMY V.Co-opting customer competence[J].Harvard Business Review,2000(78):79-87.
[3]贾薇.顾客参与对顾客价值创造的影响机理研究[D].哈尔滨:哈尔滨工业大学,2010.
[4]尤建新,王岑岚.价值共创的理论与实践:基于"共振"视角的综述[J].上海管理科学,2018,40(4):1-5.
[5]冯小亮,牟宇鹏,丁刚.共享经济时代企业顾客协同价值创造模式研究[J].华东经济管理,2018,32(6):148-156.
[6]张祥,陈荣秋.竞争优势的新来源:与顾客共创价值[J].管理工程学报,2009,23(4):14-19.
[7]BARNEY J.Firm resources and sustained competitive advantage[J].Journal of Management,1991,17(1):99-120.
[8]华中生,魏江,周伟华,等.网络环境下服务科学与创新管理研究展望[J].中国管理科学,2018,26(2):186-196.
[9]简兆权,令狐克睿,李雷.价值共创研究的演进与展望---从"顾客体验"到"服务生态系统"视角[J].外国经济与管理,2016,38(9):3-20.
[10]贾丽娜.基于用户参与的企业交互式创新项目绩效影响因素研究[D].杭州:浙江大学,2007.
[11]罗珉,赵亚蕊.组织间关系形成的内在动因:基于帕累托改进的视角[J].中国工业经济,2012(9):66-72.
[12]姚唐,郑秋莹,李惠璠,等.Web 2.0环境中顾客参与的实现型快乐感形成机制[J].心理科学进展,2013,21(8):1347-1356.
[13]姚山季,来尧静,金晔.顾客参与驱动企业研发绩效的机制研究:组织学习视角[J].科学学与科学技术管理,2015,36(5):95-104.
[14]GUMMERUS J,LILJANDER V,WEMAN E,et al.Customer engagement in a Facebook brand community[J].Management Research Review,2012(9):857-877.
[15]宁欢,资武成.用户参与虚拟知识社区价值共创的机理研究[J].创新科技,2018,18(5):56-59.
[16]LIU D,SANTHANAM R,WEBSTER JJSSE P.Towards meaningful engagement:A framework for design and research of gamified information systems[J].MIS Quarterly,2017,41(4):1011-1034.
[17]BENDAPUDI N,LEONE RP.Psychological implications of customer participation in co-production[J].Journal of marketing,2003,67(1):14-28.
[18]郑德俊,童万菊,李永明,等.知乎社区用户发展和参与机制及其对图书馆知识服务的启示[J].图书情报工作,2018(1):69-75.
[19]HARRISON D,WALUSZEWSKI A.The development of a user network as a way to re-launch an unwanted product[J].Research Policy,2008,37(1):115-130.