基于DART模型的国产运动品牌价值共创--以鸿星尔克为例

Value Co-creation of Chinese Sports Brand Based on the DART Model:The Case of ERKE

以鸿星尔克为代表的国产运动品牌布局青年共创计划系列活动,搭建消费者参与价值创造的平台。文章运用理论分析和案例研究的方法,基于价值共创DART模型,梳理鸿星尔克价值共创的实践路径,为国产运动品牌如何提供可行的价值共创路径提出建议。研究发现,鸿星尔克是基于曝光度与消费者对原有圈层文化的兴趣,为消费者提供创意生产的平台,并使消费者的输出成为品牌接触点,进而开展品牌对话,最终实现生产与消费过程中的价值共创。其价值共创过程中出现互动感弱,消费者参与意识不足等问题。鸿星尔克要实现价值共创,需要以消费者需求为导向;拓宽用户参与渠道;降低参与门槛,增加报酬激励;打造透明化平台等。

Domestic sports brands,represented by Hongxing Erke,laid out a series of activities for the Youth Co-creation Programme to build a platform for consumers to participate in value creation.The article uses theoretical analysis and case studies to sort out the practical path of value co-creation of Hongxing Erke based on the DART model,and finally makes suggestions for how to provide a feasible path of value co-creation for domestic sports brands.After research,the study found that the path of value co-creation of Hongxing Erke is based on exposure and consumers'interest in the original circle culture,providing consumers with a platform for creative production,and making consumer output a point of contact for consumers to the brand,and brand dialogue between the brand and consumers,ultimately realizing value co-creation in the production and consumption process.Its value co-creation appears as brand activity promotion inadequate,weak sense of interaction,insufficient awareness of consumer participation,high threshold of activities.To realize value co-creation,Hongxing Erke needs to increase the orientation to consumer needs;broaden the user participation channels;lower the participation threshold and increase the reward incentive;create a transparent platform,etc.