基于价值共创视角的虚拟社群企业、消费者行为博弈分析

Game Analysis of Virtual Community Enterprise and Consumer Behavior Based on Value Co-creation Perspective

随着互联网时代的发展,更多的企业聚焦于虚拟平台来宣传推广品牌,本文用博弈论的基本方法研究分析消费者与企业如何操作能使企业获益最大化,最终得出如下结论:(1)当企业对消费者参与企业品牌的价值共创这一概念有一定的认知后,选择与消费者共创价值是企业的最优选择。(2)当企业选择通过虚拟社群方式与消费者共创品牌价值时,消费者作为核心,要聚焦于消费者的知识水平、接受知识程度、虚拟社群氛围、社群能给消费者提供的外在激励大小等因素。因此,企业若想获取最大化利益,应从以上4个层面充分考虑,择优选择方案,为企业品牌价值的提升做出规划。

With the development of the Internet era,more and more enterprises focus on the virtual platform to promote brand.This paper uses the basic method of game theory to analyze how consumers and enterprises operate to maximize the benefits of enterprises.Finally,the following conclusions are drawn:(1)When enterprises have a certain understanding of the concept that consumers participate in the value co-creation of enterprise brand,it is the best choice for enterprises to choose and create value together with consumers;(2)When enterprises choose to create brand value with consumers through virtual community,consumers as the core should focus on the knowledge level of consumers,the degree of knowledge acceptance,the atmosphere of virtual community,and the external incentives that the community can provide to consumers.Therefore,if the enterprise wants to obtain the maximum benefit,it should fully consider the above four aspects,select the best scheme,and make planning for the promotion of enterprise brand value.