互联网环境下的创业决策、价值共创与创业绩效

Under the Circumstances of the Internet Entrepreneurial Decision Making,Value Co-Creating and Entrepreneurial Performance

通过案例研究方法,以小米公司互联网创业过程为研究对象,构建一个互联网创业逻辑模型:以创业认知为前因与以战略定位为后果的创业决策逻辑,以互动类型为前因与以用户体验为后果的价值共创逻辑,以竞争力为前因与以收益力为后果的创业绩效逻辑,描述了创业决策通过价值共创影响创业绩效的机理与过程。该模型揭示了互联网环境下企业营造一个线上与线下的互动平台,选择产品创新与品牌营销作为互动环节,通过交流、交心与交易等互动类型实现信息共享、情感共鸣与利益共赢,以此强化用户的功能体验、情感体验与经济体验,进而提升以收益力与竞争力为指标的创业绩效。

In this paper,through the exploratory case study method,with millet Internet business process as the research object,and constructs a logical model of Internet Entrepreneurship：Entrepreneurial decision logic is based on entrepreneurial cognition as antecedents and strategic positioning for the consequences,value co-creation logic is based on the types of interaction for the user experience as antecedents and consequences,entrepreneurial performance logic is based on competitiveness as the antecedent and profitability for the consequences,described the entrepreneurial decision to create and process mechanism of Internet Entrepreneurship performance influenced by value.The model reveals enterprises to build an interactive platform of online and offline in the environment of mobile Internet,the choice of product innovation and brand marketing as the interactive link,through the exchange,heart to heart and transaction types of interaction to achieve information sharing,emotional resonance and the interests of a win-win situation,so as to strengthen the functions of user experience,emotion experience and the experience economy,further enhance the Internet entrepreneurship performance.