网络环境下的服务创新与价值共创:携程案例研究

Services Innovation and Value Co-creation under Networked Environment:A Case Study of Ctrip

"携程旅行网"作为在线旅游服务业的代表引来了无数效仿者,但其成功地位始终未被撼动。在看似简单的商业模式背后蕴含的是难以模仿的价值共创与服务创新理念及能力,而网络环境下的价值共创与服务创新仍是一黑箱。本研究采用个案研究方法分析了携程的商业模式;并结合服务创新与价值共创理论,解析了网络环境下服务创新与价值共创的机制及要素,剖析了携程成功的奥秘,并进一步为服务型企业构建高效的服务价值网络提供了系统的范式,为其树立供应链管理战略提供了理论支持和政策建议。研究发现:1服务供应链上中下游间的两两互动及服务集成商的内外部整合是价值共创的重要组成,可分为三大模块十九个维度;2服务创新系统与价值共创系统是相互渗透紧密联系的整体,整个系统中必有一个扮演整合者角色的核心集成商存在;3价值共创过程中服务集成商与供应商的互动为服务创新创造了物质基础,服务集成商与顾客的互动为服务创新提供了动机和来源,而服务集成商内外部的整合则是服务创新产出的保障机制。

In recent years,the industrial structure in China has greatly changed. However,the service proportion in the national economy in China is still lower than that in other countries that have the same economic development level. The service development still needs to be promoted by theories and practices. An increasing service proportion represents an inevitable trend of industrial structure optimization. If Chinese enterprises can seize the opportunities of service transformation and develop service science and service innovation,they can transform the traditional e-business models.Online travel service represented by electronic business has broken restrictions in time and space. It has changed the traditional operation mode and management method,and has driven the whole service to a high level. As the representative in online travel service,＂Ctrip＂has drawn a lot of imitators. However,its success status has never been shaken. The seemingly simple business model has combined theories and practices about service innovation and value co-creation. Service innovation and value co-creation in a networked environment are still as mysterious as black boxes.We analyze the business model,management mode,operation model,and service innovation practices in Ctrip with the case study method. We further explore the mechanism and elements of value co-creation and service innovation in the networked environment. We uncover the mystery of Ctrip＇s success and do our best to offer a paradigm for companies to construct efficient service value network.Suggestions are finally provided for supply chain management.We review theories on service innovation and value co-creation in this paper. In the first part the theoretical background is proposed,including the concept,process,and analysis model of service innovation,and the origin and definition of value co-creation.From theoretical analysis we can find that service innovation process is also a value creation process. The analysis on value co-creation will also promote service innovation researches,and bring new development on service. Our research puts forward an analysis framework that contains three main bodies and four aspects.The second part refers to the research design. We choose the business model,management mode,operation model,and service innovation practices in Ctrip because research subjects engage in the single case study. We use case study theories from Yin,Eisenhardt,and Xu to collect data and analyze information. Finally,we obtain an entry base containing 533 entries derived from coding and classifying the primary and second-hand resources.The third part of the research refers to a deeper analysis on those entries and contents. We generalize the dimensions of various constructs respectively based on the characteristics and natures of various constructs,and further summarize service innovation and value co-creation mechanisms in networked environment based on theories. Our research shows that interactive processes,internal integration,and external integration from the integrator are important components in value co-creation. These components can be divided into 3 major modules and 19 dimensions. Service innovation and value co-creation are an interpenetrative and interactive team,and there must be an integrator in the whole system. Interactions between the integrator and service suppliers in the value co-creation process provide a solid material foundation for service innovation. Interactions between integrator and customers provide the rich motives and sources for service innovation. Internal and external integration by the integrator provide the safeguard mechanism for service innovation.Limitations of our research lie on the case study method. The purpose of the case study method is not to verify theories,but to produce research propositions. Our research has analyzed the service innovation and value co-creation process in the networked environment,which calls for empirical analysis of a large sample in the future. At the same time,value co-creation theory in service is still a black box requiring further investigation. We hope our research can provide some reference for follow-up studies.