互联网情境下企业与特殊消费者和普通消费者营销价值共创的机制研究

The Internet has led to increasingly close interaction between enterprises and customers. However, existing research tends to explore the mechanisms of value co-creation based on unilateral actors' perspectives, lack of in-depth research on value co-creation from the perspective of two-way interaction between enterprises and their customers. Besides, few studies explore the heterogeneous interaction process between enterprises and different types of customers and the effect of information technology on them. Through integrating service-dominant logic theory and co-evolution theory, this project explores the co-evolutionary process of marketing value co-creation of enterprises and their special customers, and their ordinary customers, as well as cooperation mechanisms and the effect of information technologies. Three theoretical innovations are expected as follows: First, by establishing the co-evolution mechanism theory of value co-creation between enterprises and customers, promotes marketing value co-creation research from the co-evolutionary perspective; Second, by exploring the interaction process between enterprises and special customers, and between enterprises and ordinary customers, and revealing the heterogeneous interaction mechanism, promotes the research on participation behaviors of different types of customers and their cooperation mechanisms with enterprises; Third, by exploring interaction mechanism of information technologies connecting enterprises and their customers in value co-creation, and identifying the effect of information technologies on marketing value co-creation, promotes the theoretical integration of information technologies research and value co-creation theory. The research results can provide theoretical basis and practical guidance for the model innovation of the Internet marketing of enterprises.

互联网情境下企业与消费者交互日益紧密，现有研究侧重从企业或消费者单方视角探讨价值共创，缺乏企业与消费者相互影响视角下的价值共创研究，也缺乏对企业与不同类型消费者互动过程，及信息技术影响价值共创的深入探讨。本项目整合服务主导逻辑和协同演化理论，从企业与特殊消费者、与普通消费者实现营销价值共创的协同演化过程、合作机制及信息技术影响展开研究，预期形成三方面创新：①构建互联网情境下企业与消费者营销价值共创的协同演化机制理论，推进协同演化视角下的营销价值共创研究；②剖析企业与特殊消费者、与普通消费者营销价值共创的互动过程，探讨企业与不同类型消费者的异质互动机制，推进价值共创理论中对不同类型消费者行为及合作机制的研究；③探讨信息技术连接企业与消费者价值共创的互动机制，剖析信息技术对营销价值共创的影响，推进信息技术与价值共创理论的整合研究。研究成果可为企业互联网营销模式创新提供理论依据和实践指导。

尽管企业与消费者密切互动和价值共创已经成为互联网营销创新的重要基础，如何实现与消费者的价值共创仍然面临重要实践难题。理论上，现有研究指出具有营销影响力的特殊消费者在构建口碑效应中起到重要作用，也探讨了普通消费者通过提供数据和信息参与企业创新的重要价值，但对企业与不同类型消费者的互动过程及合作机制缺乏深入探讨。.本项目围绕企业与特殊消费者和普通消费者营销价值共创议题展开研究，通过对近20家企业和与之合作的特殊消费者、参与企业价值共创的普通消费者的深度调研与分析，取得了以下主要结论：第一，具有资源整合能力的特殊消费者成为企业营销的重要价值共创者，基于消费者自有异质资源禀赋在与企业合作中表现为传播者和创新者两种角色，参与社交商务服务创新。第二，具有数据生成能力的普通消费者主要以数据化方式参与企业营销等价值创造环节，企业利用人工智能技术实现对普通消费者数据化参与的即时获取与分析，由此催生具有成长特征的产品/服务形态变革；第三，企业与消费者的价值共创在外部环境、合作阶段和互动关系上均存在动态性，利用数字化技术的多重示能性能够促使合作主间协同应对环境变化，构建基于技术契约的协同治理关系，对企业实现数智化转型升级形成重要影响。.本项目的理论创新主要在于：第一，通过探讨特殊消费者如何整合资源为社群用户创造价值，本项目研究提出消费者主导的资源整合机制，扩展了对服务创新中消费者角色和行为的理解。第二，通过探讨普通消费者数据化参与价值创造，本项目研究构建数据驱动的企业与用户互动创新的成长品三阶段成长模型，深化了面向产品/服务形态变革的消费者参与研究。第三，本项目研究为理解基于数字化技术企业与消费者生产力和生产关系转型和创新提供理论分析框架，同时，基于情景化研究提出智能制造跨越式战略变革理论模型，推动企业与消费者基于数字化技术的互动创新研究从理论到实践的探索。