共享经济模式中的价值共创:社会化价值共创

Value Co-creation in the Sharing Economy Model:Social Value Co-creation

共享经济模式中的价值共创正成为营销领域研究的前沿和热点。迄今为止,学术界对该领域的探索尚处于起步阶段。旨在为该研究领域做出有益贡献,首先,通过现有价值共创文献的回顾,梳理出已取得突出成果的价值共创研究主题与尚待探索的空缺。其次,基于共享经济模式的特性,归纳了共享经济模式为价值共创带来的改变与重构。再次,通过对传统与共享两种经济模式中价值共创内涵的对比,并结合社会化媒体营销领域中的社会化含义,提出社会化价值共创概念。最后,提出了若干研究展望,试图为共享经济模式中的价值共创研究提供有益视角。

Value co-creation in the sharing economy model has become the frontier and increasingly important issue in marketing academic circles. However, researches on this academic field are still in in fancy. Aiming to make a useful contribution to this research field, this paper involves the following content. Firstly, through the review of the existing literatures, we sorted out the research topic of value co-creation which has accumulated outstanding achievements and the research gap. Secondly, this paper sums up the changes and reconstructions brought about by the Sharing economy model to value cocreation. Thirdly, by means of the comparison of value co-creation between traditional model and sharing economy model, integrating with the connotation of social in the social media marketing, we propose the concept of social value co-creation. Finally, this paper puts forward some research prospects in order to provide a helpful perspective for the exploration of value co-creation in the sharing economy model.