广义虚拟经济视角下基于顾客心理需求的企业创新行为——以苹果公司为例

Enterprise Innovation Behavior Based on Customer Psychological Needs in the Perspective of Generalized Virtual Economy——Apple Corp as an example

人的生理需求和心理需求形成广义虚拟经济物质和信息的二元价值容介态。在广义虚拟经济时代,企业要想获得持久的竞争优势,必须要关注顾客心理需求进行创新。本文通过研究顾客心理需求,从企业技术创新、服务创新和管理创新三个角度探讨广义虚拟经济视角下的企业创新行为,并且结合苹果公司的案例进行具体剖析,以期能给我国企业的发展带来一些新的启示。

Physical and psychological needs of human being form binary value Rong-Jie state of the generalized virtual economic substance and information. In the era of generalized virtual economy, enterprises need to pay more attention to the customers’ psychological needs for sustainable competitive advantage. Under the background of generalized virtual economy, we analyze the innovative behavior of enterprises from three different points of view: technological innovation, service innovation and management innovation. In addition, Apple is taken as a representative case for further analysis in order to inspire the development of domestic enterprises.