消费者导向的价值创造与企业战略

Value creation based on consumer-orientation and corporate strategy

文章展现了一个将消费者作为价值传导和度量核心的价值系统,将价值创造扩展到一个包含企业输入和消费者输出的过程,并阐释了其价值传导和占有机制。区别于战略定位和以往的资源基础观点(RBV)研究等生产导向的战略视角,将战略视角集中到需求端,提出了一个通过控制需求端来影响价值创造与获取,构建竞争优势的新企业战略。不同于关注消费者决策和产品属性的研究,阐述了一个基于知识和价值转化能力的消费者感知收益框架,从消费者本身分析了其在价值系统中枢纽作用与特性,从而为企业审视消费者的价值输入与输出特征,并制定企业战略,提供了一个分析框架。

This article presents an integrated value system in which consumers are considered as the core of con- veying and measuring value. The process of value creation is extended to one that includes input of firms and output of consumers. The article also describes the mechanism of value conveying and appropriation. Different from strategy positioning and resource - based view （RBV） which are producer - oriented, it focuses strategic view on the demand side and discusses new corporate strategy based on the control on the demand side to influ- ence value creation and capture. In the article, a framework based on knowledge and ability to transform value is proposed to analyze consumers＇ benefits, which is different from those researches concerning consumer decision -making and product attributes. This new perspective facilitates analysis of the role consumers play in value system and for firms to work out how consumers work in the process of value input and output in order to make strategies.