顾客参与研发过程的价值共创机理与策略研究

Co-creation Value Mechanism and Strategy Research of Customer Participation in R&D Process

顾客参与企业研发是产品价值创造的最初始过程,不仅提高产品接受度、满足顾客需求,而且为企业增加收入,但同时也产生相应成本。文章探究顾客参与研发的系统中,顾客、企业和产品的价值共创行为以及企业决策如何影响三者价值;立足多目标视角,充分考虑企业与顾客的收益、成本,采用系统动力学方法建立顾客参与研发过程的动态价值共创模型,全面探究系统内部共创机理。在模型基础上,重点就企业产品价格、交互次数以及激励资金比例等策略进行仿真,使企业、顾客及产品实现价值共创。结论如下:(1)随着顾客、企业交互次数的增多,顾客参与研发过程同样具备一般产品生命周期导入期、成长期、成熟期以及衰退期的特点。(2)系统存在最优交互次数;且最优交互次数随着研发投入比例减少而增加。(3)在不考虑参与顾客获取激励资金的情况下,企业针对不同顾客群(参与研发顾客与普通购买顾客)进行定价,在最优交互次数状态下,统一定价模式优于差别定价模式,将为企业带来更大的收益。

Customer participation in R＆D is the initial process of product value creation, which not only saves product innovation cost, but also improves product acceptance. The article explores the co-creation behavior of customers, businesses and products and how the corporate behavior influences three subject values. The article, based on multi - objective perspective, fully considering the benefits and pays of the enterprise and customer in the R＆D process, establishes the co-creation value system model using system dynamics method to comprehensive ex- plore system＇s internal mechanism. The article simulates the model by adjusting enterprise behavior： product price, incentives, and the number of interactions, to make the enterprise, customers and products achieve the goal of co-create value. Simulation results find that： （1）Enterprises for different customer groups （involved in develo- ping customer and regular customer purchase） adopt different policies, not considering incentives for developing customer involved, and when research days meet the optimal number of interactions, unified pricing model is better than that of differential pricing model. （2）The increasing number of interactions with customers and enterprises, the process of customer participate in R＆D also have the early growth maturity and decline characteristics like general product life cycle. （3） The system has the optimal number of interactions. The smaller the number of oper- ations, the more times you need to interact.