基于用户生成内容的社交电商品牌权益价值共创机制研究

Research on the Co-creation Mechanism of Social E-commerce Brand Equity Value Based on User-generated Content

随着移动互联网技术与数字经济的快速演进,社交电商呈现出多元化的发展态势,这为互联网用户即线上消费者参与企业创新过程提供了更便捷的条件,"用户生成内容(user-generated content,UGC)"即用户通过文字等表达品牌认知和参与品牌营销等方式,成为用户参与品牌权益价值共创的社交电商新趋势。在回顾了价值共创理论视角下品牌权益的相关研究之后,总结了基于用户生成内容的企业品牌权益特性,并结合CBBE模型及SICAS模型提出了基于用户生成内容的品牌权益价值共创机制模型,探讨品牌权益价值共创的构成维度和影响因素,尝试打开用户参与社交电商企业创新的过程"黑箱"。最后,采用扎根理论对小米品牌案例进行分析,验证了模型的合理性与科学性,为社交电商时代用户与企业价值共创和品牌权益研究提供启示。

The rapid development of the mobile internet technology has contributed to the increase in the internet user population in China. Mobile communication equipment has gradually become a common device for most internet users.Mobile social platforms have been favored by many users, and social e-commerce has shown a diversified development trend. As a new trend for consumers to participate in the value co-creation of social e-commerce, user-generated content will have an impact on the creation of corporate brand equity value, and it has practical value for the research on the co-creation mechanism of corporate brand equity value based on user-generated content. In addition, the academic research on value co-creation focuses on customer value, user participation, business model innovation, etc., but few scholars touch upon virtual brand communities and user-generated content. The value co-creation based on the user-generated content has potential academic research value. Through literature review of value co-creation theory, brand equity theory,and the concept on user-generated content, it can be found that user-generated content is a way for users to participate in the innovation in the digital economy era, which will have an impact on the generation of corporate brand equity value.Brand equity models, such as the Aaker model and the CBBE model, explain the influencing factors of brand equity from the perspective of consumers, and provide a reference for the establishment of a social e-commerce brand equity value co-creation mechanism model based on user-generated content. The model points out that the four stages of corporate brand equity are brand identity, brand connotation, brand response, and brand relationship. Each stage of the influencing factors have their own focus. In the digital economy era, consumer behavior will have an effect on enhancing the company’s own brand effect. The SICAS model proposed by the Data Center of China Internet(DCCI) believes that users will generate five consumer behaviors in the social media environment, such as brand-user mutual perceiving, interest growing-interaction, connection-interactive communication, action-purchase and experience-sharing. Interactive sharing is an important part of users’ participation in the innovation process. The corporate brand equity based on user-generated content has the following four characteristics: one is that social network has become a basic tool, the second is the integration of users and brands, the third is a mechanism for users to participate in value co-creation, and the fourth is the feedback circle which promotes brand value transformation. Evaluation, feeling, and sharing will have an impact on the corporate brand response. Interaction, as the last link of the feedback circle, has a positive effect on the corporate brand relationship.In order to verify the rationality of the model furthermore, the grounded theory is used to analyze the Xiaomi brand case.Through using NVivo 11 software, it’s found that Xiaomi’s culture on user’s participation has laid the foundation for it to build its own brand equity. Xiaomi fans use Weibo, MIUI community and other online interactive platforms to deliver product information to Xiaomi. At the same time, they also send out recommendation signals to more potential users,which enables Xiaomi to obtain a better word-of-mouth effect with lower marketing costs, and the brand connotation became deeper, the brand response became stronger, and the brand relationship became more stable. Xiaomi collects users’ opinions on products through social marketing, and transmits the information to its upstream suppliers to achieve personalized customization, and then production costs reduced, the brand identity became more prominent, and the brand connotation got deeper. The "brand equity value co-creation iron triangle" of Xiaomi dominated by interactive behavior shows that the user-generated content has a positive effect on the corporate brand equity value co-creation. It also shows that companies should change their cogitation and use interactive marketing through social network or other methods to strengthen corporate brand equity and achieve sustainable development.