顾客参与链:让顾客与企业共同创造竞争优势

Customer Participative Chain: Linking Customers and Firm to Co-create Competitive Advantages

顾客作为一种隐性资产正受到越来越多的关注。恰当地利用顾客能力不仅为企业带来巨大的竞争优势,也会为顾客带来实惠,并让他们获得更高的满意度。现有研究缺乏一个系统利用和分析顾客能力的综合理论框架。本文旨在弥补这个不足,提出了顾客参与链模型,识别出最重要的顾客参与阶段和三个最常用的互动增值环节,并对参与链的相关增值活动、方法以及所产生的独特竞争力进行了论述。本文的分析和结论有助于从理论上丰富关于利用顾客能力的研究,其实践意义在于为企业创造持续竞争优势提供新思路。

Customers as hidden assets receive increasing attentions nowadays. Properly leveraging customer competence leads to both huge competitive advantages for firm and higher satisfaction for their customers. However, a close review of literature reveals a fragment understanding in systematically involving customers for co-creation of value. We propose a participative chain model to bridge this gap. Concept of participative chain are presented and demonstrated in value chain. Three main contact points during value adding procedures are identified and three stages of participation are illustrated together with different methods, which facilitate both practitioners and researchers to further deepen the understanding of leveraging customer competence. The result of our research deepens the understanding of customer competence and enables the practitioners to find new directions through participative strategies to create sustainable competitive advantages.