移动互联环境下协同消费商业模式研究：理论模型与策略优化

The rapid development of mobile Internet technology accompanied by the popularization of smart terminal devices and the increasing abundance of material resources, as well as the change of consumers' concept, working together lead to the emergence of collaborative consumption business model. The theoretical research and strategic optimization of collaborative consumption business model in mobile Internet environment has become an important subject of theoretical innovation and application value.. This project focuses on collaborative consumption business model. At the micro level, it focus on the subjects such as cognition, motivation, attitudes and behavior of the participants in the collaborative consumption pattern through field studies, key character interviews and questionnaire survey. At the intermediate level, which involve the experience design, incentive system arrangement and code of conduct for participating platforms, it is verified by experimental design and neuroscientific method. At the macro level, it looks into the entire service ecosystem, considering the interaction between different stakeholders and value co-creation, as well as operation optimization. Various research methods, including simulation, data mining, single case description combined with multi-cases comparison, will be implemented to uncover the answers and further to summarize research conclusions.. The research results will provide a new perspective and interdisciplinary theoretical knowledge platform for the research on collaborative consumption, develop new methodologies and toolkit for the practice of collaborative consumption enterprises, and present management suggestions for problems such as "spanning development gap" for the enterprises and the participants' misconduct.

移动互联网技术的迅猛发展伴随智能终端设备的普及，物质资源日益丰饶以及消费者观念的转变，促使协同消费商业模式大量涌现。对移动互联环境下协同消费商业模式的理论研究与策略优化成为兼具理论创新与应用价值的重要课题。. 本项目以协同消费商业模式为主要研究范畴。微观上，聚焦协同消费模式参与者的认知、动机、态度、行为等主题，运用田野调查、关键人物访谈、问卷调查展开研究。中观上，针对参与平台的体验设计、激励制度安排和行为规范等问题，通过实验设计和神经科学方法进行验证。宏观上，放眼整个服务生态系统考量不同利益主体之间的互动及价值共创、运营优化，利用模拟仿真、数据挖掘、单案例描述结合多案例进行比较总结提炼。. 研究成果将为协同消费研究提供新的视角和跨学科理论知识平台，为协同消费企业实践提供方法论与工具箱，为企业“跨越发展鸿沟“和参与者“行为失范”等问题提出管理建议。

移动互联网技术的迅猛发展伴随智能终端设备的普及，物质资源日益丰饶以及消费者观念的转变，促使协同消费商业模式大量涌现。对移动互联环境下协同消费商业模式的理论研究与策略优化成为兼具理论创新与应用价值的重要课题。.本项目以协同消费商业模式为主要研究范畴。微观上，聚焦协同消费模式参与者的认知、动机、态度、行为等主题，运用田野调查、关键人物访谈、问卷调查展开研究。中观上，针对参与平台的体验设计、激励制度安排和行为规范等问题，通过实验设计和神经科学方法进行验证。宏观上，放眼整个服务生态系统考量不同利益主体之间的互动及价值共创、运营优化，利用模拟仿真、数据挖掘、单案例描述结合多案例进行比较总结提炼。.研究成果将为协同消费研究提供新的视角和跨学科理论知识平台，为协同消费企业实践提供方法论与工具箱，为企业“跨越发展鸿沟“和参与者“行为失范”等问题提出管理建议。