制造型企业的企业社群发展:一项基于消费者视角的扎根理论研究

Enterprise Community Development in Manufacturing Enterprises:a Grounded Theory Based on Consumer Perspective

社群化是当前制造型企业的发展趋势,然而有关制造型企业社群的研究却非常缺乏。使用扎根理论,选取海尔社区、铁粉社区和小米社区的用户评论为研究资料,以消费者的视角探索制造型企业的企业社群发展,发现"社群问题解决""社群人际网络"和"社群内容扩展"是影响企业社群发展的关键因素,依此建立了制造型企业的企业社群发展模型,解决了消费者如何看待社群、如何参与社群以及如何影响社群这三个基本问题。

While the community is the trend for the manufacturing enterprises, the related research is scarce. Based on the Grounded Theory, and the users＇ comments in the Haier community, iron community and millet community, the enterprise community development are studied about manufacturing enterprises from the consumer perspective. It has been found that ＂community problem solving＂, ＂community social network＂ and ＂community content expansion＂ are the key factors in the enterprise community development. As a re sult, enterprise community development model is established for manufacturing enterprises, which could meet the following basic requirements： how to view the community for the con sumers,how to participate in the community and how to influence the communities.