顾客驱动、价值共创与新产品开发绩效——基于小米互联网手机的案例研究

Customer Driven,Value Co-creation,and New Product Development Performance——Based on a Case Study of Xiaomi's Internet Phone

面对移动互联网时代出现的新产品开发现象,现有文献缺乏足够的理论解释力。本文选择小米手机为研究对象,运用案例研究与扎根理论进行数据分析,发掘了"顾客驱动机制"与"价值共创过程"两个范畴以及范畴的构成要素和彼此之间的逻辑关系,并由此构建了理论模型。研究发现,企业为研发团队创造与领先顾客全方位沟通的互联网平台,通过设计顾客型文化、扁平化组织与顾客考核权三要素构成的顾客驱动机制,让员工与顾客实现从顾客定位、需求定位、产品定义、共同研发与共同设计的价值共创过程,它不仅打破了研发与营销的边界,而且打破了企业与顾客的边界,创造了研发即营销、顾客即员工的有机融合局面,极大地提升了新产品开发绩效。

For the new product development phenomenon in the mobile internet era, the existing literature lacks sufficient explan- atory power to the theory. In this paper, we use Xiaomi＇ s new product development case as the object of the research, adopt the sin- gle - case research method and grounded theory for data analysis to explore the logical relationship and category elements between ＂cus- tomer driven mechanism＂ and ＂value co - creation process＂, thus build up the theoretical model. The study found that mobile internet can help research and development team create a platform to communicate with customers. There are three elements that created cus- tomer driven mechanism ： customer culture, fiat organizational assessment, and customer examine right. They can achieve positioning from customers, demand, products definition, and jointly developed with the common value of design to create process that not only breaks the boundaries of R＆D and marketing but also breaks the boundaries of enterprise and customer. It has greatly enhanced new product development performance by creating a fusion in which development is marketing and customer is staff.