互联网产品中用户价值创造的关键源泉:产品还是连接?——微信2011-2018年纵向案例研究

The Key Value Drivers of User Value Creation in Internet Products: Products or Connections? A Case Study of WeChat During 2011-2018

数字化时代与工业时代相比,互联网产品的商业模式创新中价值动因和价值创造逻辑均已发生极大变化,互联网产品的商业模式创新强调供求连接方式的重构来实现用户价值创造。本文以互联网产品为研究对象,首先借助经典商业模式画布抽象出两个价值动因:产品和连接;然后从产品组合和连接维度两方面剖析互联网产品的价值动因对用户行为和用户价值的作用机理;最后,采用单案例纵向研究探讨微信的产品组合和连接属性对用户价值的具体作用。研究表明,产品和连接是创造用户价值快速增长的价值动因,价值创造遵循"价值动因→用户行为→用户价值"的主导逻辑。互联网企业既需要丰富产品功能、注重产品和服务的结合,更为重要的是,需要利用网络效应、社群等加强和用户的连接,为用户提供精准的"解决方案",实现用户使用价值、娱乐价值和社会价值的倍增。

Compared with the industrial era, the value creation logic and business model innovation of Internet product have undergone great changes in the digital age. The business model innovation of Internet products emphasizes the reconstruction of supply and demand connection methods to realize user value creation. This paper takes Internet products as the research object. Firstly, two kinds of value drivers are abstracted by means of the classic business model canvas: product and connection;then the mechanism of the value drivers of Internet products on user behavior and user value is analyzed from the aspects of product combination and connection dimension;finally, a single case study is used to explore the specific role of WeChat’ s product portfolio and connectivity attributes in user value. The findings show that products and connections are the value drivers that create rapid growth in user value. Value creation follows the logic of "value drivers → user behavior → user value". Internet companies need to enrich product functions and focus on the combination of products and services. More importantly, enterprises need to use network effects, communities, etc. to strengthen the connection with users, to provide users with accurate "solutions" to achieve the use value, entertainment value and social value multiplication.