共享经济时代企业顾客协同价值创造模式研究

A Study on the Enterprise-Customer Collaborative Value Creation Model in the Era of Sharing Economy

共享经济时代的到来,社交媒体的发展、营销主导逻辑的转变必然带来商业模式的转型。在共享经济的背景下,企业顾客的角色也在发生着深刻的变化,顾客参与企业价值共创将成为企业商业模式新的机遇和挑战。文章从价值共创的视角构建了顾客参与企业价值创造的模型,以小米公司为研究对象,分析了顾客参与企业价值共创的动机,探讨了企业顾客价值共创的平台模式,为其他企业实施顾客参与协同价值创造提供了理论依据。

With the advent of the era of sharing economy,the development of social media and the change of marketing leading logic will inevitably bring about the transformation of business mode. In the context of sharing economy,the roles of enterprisecustomers are also undergoing profound changes. customer participation in corporate value co-creation will become a new opportunity and challenge for corporate business mode. This paper,from the perspective of value co-creation,builds a customer participation in corporate value creation model. The paper,by taking the MI as a typical case,analyzes the motivation of customer participation in corporate value co-creation,discusses the platform mode of customer value co-creation,and provides a theoretical basis for other enterprises to implement customer participation in collaborative value creation.