顾客独创价值对顾客和企业的影响机理研究

Co-creation is the main way of value creation. But the development of consumption practices has already broken through this traditional paradigm, and the age of customer independent value creation is coming. In the mode of customer independent value creation, value is independently created by customer in her/his daily life, and firm does not participate in the creation process. This is completely different from the mode of co-creation. What is the mode of customer independent value creation? How does customer independent value creation affect firm value? These questions are still unanswered. Adopting the methods of field experiment and case study, this project takes customer independent value creation as the subject and its contents are as followed. Firstly, the customer independent value creation is theoretically defined and its differences with co-creation are also clarified. Secondly, its influence mechanism on customer is explored, which can reveal the internal operation regulations of customer independent value creation. Thirdly, the coupling mechanism of customer independent value creation and firm value is interpreted through the mediators such as social capital, eudaimonia etc. This project has great theoretical implications. Firstly, it can enrich the theoretical connotation of customer independent value creation; secondly, it can clarify the boundary of customer independent value creation, which can help lay a foundation for future study; thirdly, it can add new contents to value creation mode theory, which can complete the theoretical system of value creation mode; fourthly, the project can open a new domain for value creation, which may change the traditional paradigm. This project also has great managerial implications. Firstly, it can help firm explore new coupling mechanisms with customer in the direction of customer daily life orientation, which may change firm’s marketing strategies and marketing modes; secondly, it can provide theoretical guidance for firm to develop strategies in customer dominated logic; thirdly, it can help firm develop new modes to use customer innovation. In one word, this project is valuable enough for theoretical study and managerial practices.

消费实践发展已突破共创价值这一传统模式，顾客独创价值时代正在到来。顾客独创价值发生于顾客日常生活，由顾客独立完成，企业并未参与；共创价值理论已无法对其解释。顾客独创价值是什么、对顾客和企业有何影响及如何影响仍不清楚。本项目以顾客独创价值为研究对象，综合采用案例分析、实地实验等研究方法，（1）界定顾客独创价值的概念特征，明确其与共创价值的区别，完善其理论内涵；（2）依据自我决定理论探索顾客独创价值对顾客的感性和理性影响机制，揭示其内在规律；（3）以实现型快乐、社会资本等为耦合点建立顾客独创价值对企业的作用路径，阐明作用机理。一方面，本项目将拓展价值创造模式的研究领域，完善价值创造模式的理论体系，改变价值创造模式的研究重点乃至营销学的研究范式；另一方面，本项目将引导企业以顾客日常生活为中心探索新的企业—顾客价值耦合模式，这有可能改变企业的营销策略、营销思路乃至营销模式。

研究背景：顾客与企业共创价值一直被视为顾客价值创造的主要方式。随着消费实践的发展，顾客价值创造已突破这一传统模式，顾客独创价值也成为顾客价值创造的重要方式；随着顾客主导逻辑的提出，部分营销学者发现，顾客才是顾客价值的真正创造者，企业提供的产品仅作为原材料投入顾客的价值创造过程，价值内容及创造过程均由顾客自主决定并独立完成；虽然实践现象正在增多，但顾客独创价值研究仍处于起步阶段，属于待研究前沿问题。.研究内容：研究一，顾客独创价值的概念内涵，其目标是厘清顾客独创价值的起源、定义、特征、影响因素及其与共创价值的区别；研究二，顾客独创价值对顾客的影响机制，其目标是厘清顾客独创价值对顾客享乐体验、功能需求满足等顾客方结果变量的影响及路径；研究三，顾客独创价值对企业的影响机理，其目标是厘清顾客独创价值对产品评价、口碑宣传、顾客关系等企业方结果变量的作用及路径。.重要结果：第一，顾客独创价值是顾客日常消费过程中进行的以操作对象为基础的自主生产创造行为，由顾客独立完成，企业并未参与；其与共创价值的区别表现在主导者、参与者、价值内容等方面；第二，顾客独创价值对顾客的影响包括享乐需求和功能需求满足两类，认知自主感和认知能力感是主要中介变量；第三，顾客独创价值对企业的影响包括产品评价、顾客关系、创新水平等，但主要发生于独创结果低于顾客预期情境下。上述成果发表于《中国软科学》、《心理学报》、《管理评论》、《外国经济与管理》等期刊，并出版专著1部。.科学意义：第一，该项目阐明了顾客独创价值的概念内涵及其对顾客价值和企业价值的影响机理，丰富了顾客独创价值的理论内涵，完善了价值创造理论体系；第二，该项目研究指出，企业营销管理应从“我们的产品能为顾客带来什么价值”转变为“顾客如何利用我们的产品进行价值创造”，通过帮助顾客构建以顾客为中心的价值创造网络体系实现企业自身价值增值，这对企业营销管理具有实践意义。