元宇宙如何创新企业场景?——基于迪士尼和米哈游的双案例研究

How does Metaverse Innovate the Enterprise Context?A Dual Case Study of Disney and Mihoyo

元宇宙创新企业场景的战略窗口期已经形成,但其过程机制仍有待探索。本研究立足企业数字创新情境,基于服务主导逻辑理论,从人—货—场交互的角度出发,归纳迪士尼和米哈游案例企业在旅游与游戏领域的实践智慧,探讨元宇宙创新企业场景的过程机制。研究发现:第一,元宇宙创新企业场景的过程中存在虚实融合的“场”构成要素,现实场景的构成要素具体表现为聚合型环境、塑造型人物、联动型事件,虚拟场景的构成要素具体表现为开放型环境、整合型人物、触发型事件。第二,现实场景与虚拟场景要素的融合过程呈现出要素聚焦特征,虚拟场景与现实场景要素的融合过程呈现出要素发散特征,元宇宙构建“场”要素过程的不同特征决定了人—货—场交互逻辑的不同。第三,元宇宙创新企业场景的两种人—货—场交互逻辑分别是引导式交互、探索式交互,企业在场景创新过程中承担着重要角色。本文丰富了场景理论、服务主导逻辑理论和数字创新研究,为元宇宙背景下企业创新创业的过程理论与实践提供了参考。

The cluster breakthrough of Metaverse technology will profoundly change the way of production and life of human beings.At present,researches on enterprise context innovation are short of discussion based on digital technology and the Metaverse context,and researches on digital innovation and entrepreneurship still lack cross-level discussion.The service-dominant logic theory emphasizes the multi-subject and cross-level interaction between enterprises and customers under the service context,which provides an important theoretical reference for this study.Thus,this study aims at answering how to construct enterprise context innovation in Metaverse.The development of Metaverse is still in its infancy,but virtual video games are quite similar to the anticipation of Metaverse,and the unusual environment of tourism is a“natural entrance”to Metaverse.In this case,this study chooses Disney and Mihoyo from tourism and video game industries as case enterprises,collects data from public interviews,listing disclosure information,official channel information,research team experiences,literature and research reports,follows the standard qualitative data-coding steps and grounded theory method,and forms first-order concepts,second-order topics and polymeric constructs through multiple rounds of discussion in random groups of 2–3 people.The findings of this study are that:First,it recognizes the context components of constructing enterprise context innovation in Metaverse.Virtual context components include originated figures and linked events,integrated with the aggregated environment of the real context;while real context components include integrated figures and activated events,integrated with the open environment of the virtual context.Second,it analyzes the two constructing processes of context components in Metaverse,which appear as component focalizing and component diffusing.Third,it analyzes the guided interaction logic and exploratory interaction logic while constructing enterprise context innovation in Metaverse,and clarifies the important role of enterprises in the process of context innovation.The contributions of this paper are that:First,through bringing in virtual and real context components,it deepens the component research of enterprise context innovation in Metaverse.Second,it refines the progress mechanism research of enterprise context innovation in Metaverse from the perspective of customer-service-context interaction.Third,it promotes a new interpretation of servicedominant logic theory under the Metaverse context,indicating the decisive role of enterprises in Metaverse context innovation.The findings offer reference for enterprise innovation and entrepreneurship practice in Metaverse,including constructing themed virtual-real context innovation,forming sustainable Metaverse innovation and entrepreneurship projects,and realizing customer-servicecontext interaction in Metaverse.