网络环境下的服务创新与价值共创:携程案例研究  

Services Innovation and Value Co-creation under Networked Environment:A Case Study of Ctrip

作　　者：简兆权[1] 肖霄[1] 

机构地区：[1]华南理工大学工商管理学院,广东广州510640

出　　处：《管理工程学报》2015年第1期20-29,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金重大资助项目(71090403;71090400);国家自然科学基金资助项目(70872030)

摘　　要："携程旅行网"作为在线旅游服务业的代表引来了无数效仿者,但其成功地位始终未被撼动。在看似简单的商业模式背后蕴含的是难以模仿的价值共创与服务创新理念及能力,而网络环境下的价值共创与服务创新仍是一黑箱。本研究采用个案研究方法分析了携程的商业模式;并结合服务创新与价值共创理论,解析了网络环境下服务创新与价值共创的机制及要素,剖析了携程成功的奥秘,并进一步为服务型企业构建高效的服务价值网络提供了系统的范式,为其树立供应链管理战略提供了理论支持和政策建议。研究发现:1服务供应链上中下游间的两两互动及服务集成商的内外部整合是价值共创的重要组成,可分为三大模块十九个维度;2服务创新系统与价值共创系统是相互渗透紧密联系的整体,整个系统中必有一个扮演整合者角色的核心集成商存在;3价值共创过程中服务集成商与供应商的互动为服务创新创造了物质基础,服务集成商与顾客的互动为服务创新提供了动机和来源,而服务集成商内外部的整合则是服务创新产出的保障机制。In recent years,the industrial structure in China has greatly changed. However,the service proportion in the national economy in China is still lower than that in other countries that have the same economic development level. The service development still needs to be promoted by theories and practices. An increasing service proportion represents an inevitable trend of industrial structure optimization. If Chinese enterprises can seize the opportunities of service transformation and develop service science and service innovation,they can transform the traditional e-business models.Online travel service represented by electronic business has broken restrictions in time and space. It has changed the traditional operation mode and management method,and has driven the whole service to a high level. As the representative in online travel service,＂Ctrip＂has drawn a lot of imitators. However,its success status has never been shaken. The seemingly simple business model has combined theories and practices about service innovation and value co-creation. Service innovation and value co-creation in a networked environment are still as mysterious as black boxes.We analyze the business model,management mode,operation model,and service innovation practices in Ctrip with the case study method. We further explore the mechanism and elements of value co-creation and service innovation in the networked environment. We uncover the mystery of Ctrip＇s success and do our best to offer a paradigm for companies to construct efficient service value network.Suggestions are finally provided for supply chain management.We review theories on service innovation and value co-creation in this paper. In the first part the theoretical background is proposed,including the concept,process,and analysis model of service innovation,and the origin and definition of value co-creation.From theoretical analysis we can find that service innovation process is also a value creation process. The analysis on value co-creation will also promote service innov

关 键 词：网络环境 服务创新 价值共创 携程 案例研究 

分 类 号：C931.2[经济管理—管理学]