基于服务主导逻辑的价值创新分析模型:以网络众筹为例

A Value Innovation Analysis Model Based on Service Dominant Logic——Taking An Example of Crowdfunding

文章以网络众筹为研究对象,尝试基于服务主导逻辑构建网络众筹的价值创新理解与分析模型,从价值主张、服务根源、服务过程与服务价值四个维度分析刻画了众筹价值创新的内涵与逻辑;考察了众筹价值创新的机制与模式,提出了一种基于服务主导逻辑的众筹价值协同创新模型,指出众筹商业模式的价值创新应该包括顾客与众筹平台之间的价值创新、众筹产业链价值协同创新;最后结合案例阐述了众筹服务创新的应用策略。

This paper tries to establish the value innovation understanding and analyzing model based on the service dominant log- ic. Beginning with the hypothesis of the service dominant logic, it analyses and characterizes the four aspects of the crowdfunding inclu- ding the value proposition, the root causes of service, service process and service value. And then it raises the mechanism and model of Service Ecosystem Model based on the value activities of crowdfunding, and points out that the direction of crowdfunding value innova- tion should include the innovation between customer and the platform, the collaborative value innovation of the crowdfunding industry chain. At last, it combines with the application to explain the value of innovation strategies.