网络社会中“产消者”的兴起与管理创新

The Emergence of “Prosumers”and Management Innovation in the Network Society

在网络社会的背景下,伴随着网络通讯技术的发展,消费者的角色及行为发生了变迁,消费者具有了消费者和生产者的双重属性。"产消者"的兴起正在重塑着经济生产主体与生产方式、企业创新模式与组织模式,是社会经济结构的一种变革。文章将"产消者"模式分为用户生成内容和消费者承担价值链环节两种形式,分析了"产消者"兴起的动因和理论内涵,认为我国政府与企业需顺应与推动"产消者"的发展趋势,激励消费者参与到研发、生产和营销等价值链环节中,支持消费者参与和监督产品的生产与交易,实施基于"产消者"共同创造价值的管理创新。

The role and behavior of consumers has changed and consumers have become both consumers and producers with the development of internet communication technology in the network society. The emergence of prosumers is recasting the subject and method of economic production, corporation innovation models and organi- zational models,which is transforming the social economic structure. This paper divides the prosumer model into user generated - content and consumers bearing parts of the value chain, and then analyzes the motivations of consumers and the theoretical values. This paper suggests that the Chinese government and companies should support and encourage the trend of consumers becoming involved in the value chain,such as R＆D, production and marketing, and carry out management innovation based on the creation of value by prosumers.