基于网上品牌社区的领先用户发现研究

Identification Research of Lead Users Based on Online Brand Communities

领先用户对企业的新产品开发具有重要作用。为了从网上品牌社区中发现领先用户,文章采用合作意愿、产品知识和品牌认同作为领先用户识别特征,然后构造社区用户的属性矩阵,通过加权平均得到各用户的创新能力值,从而找出该网上品牌社区的领先用户,最后通过实验证明了该方法的可行性。该方法对领先用户的发现研究具有一定的理论指导意义和实际使用价值。

Lead users play an important role in the companies＇ new product development. In order to identify lead users from online brand communities, this paper uses willingness to collaborate, product knowledge and strategic alignment with the brand identity as characteristics of lead users, and constructs attribute matrix of community users, then computes the users＇ level of innovativeness by weighted mean, and finally finds out the lead users of an online brand community. At the end of the paper an experiment is gived to prove the feasibility of the method. This method has a certain theoretical influence and practi- cal value towards the identification research of lead users.