让消费者参与顾客价值的创造

Make Customer Be the Creator of Customer Value

在当前企业与顾客两者的关系中,顾客不再是消极的观众,而是价值的积极共同创造者。顾客价值创造主体和接受主体的融合趋势,为企业向顾客提供优异的顾客价值创造了机会,公司可根据这种变化,重新安排价值的生产,这包括让顾客参与选择,让顾客直接参与价值创造的一个或多个环节。本文最后以宜家公司的成功事例说明了顾客参与价值创造的方式。

Customers are no longer the audiences in the delivering of customer value, but as one of the creator of it, which offers a big opportunity for enterprise to create Customer Value. To make customer choose among different choice, or to make customer involve in processes of creating Customer Value, enterprise can succeed doing this. Finally, the article offers the case of IKEA to demonstrate how can customer participate in the creating of Customer Value.