价值共创研究的演进与展望——从“顾客体验”到“服务生态系统”视角  

The Evolution and Prospects of Value Co-creation Research:A Perspective from Customer Experience to Service Ecosystems

作　　者：简兆权[1] 令狐克睿[1] 李雷[2,3] 

机构地区：[1]华南理工大学工商管理学院,广东广州510640 [2]桂林理工大学管理学院,广西桂林541004 [3]桂林理工大学现代企业管理研究中心,广西桂林541004

出　　处：《外国经济与管理》2016年第9期3-20,共18页Foreign Economics & Management

基　　金：国家自然科学基金资助项目(71272132);国家自然科学基金资助项目(71562008);教育部新世纪优秀人才支持计划项目(NCET-13-0210)

摘　　要：价值共创是价值创造主体通过服务交换和资源整合而共同创造价值的动态过程。价值共创突破了传统企业创造价值的观点,成为营销学界研究的重要主题。随着网络经济的发展,价值共创的视角从企业和顾客的二元互动转变到多个社会经济参与者的动态网络互动。本文首先对国外价值共创研究视角的发展脉络进行了系统梳理,分析了顾客体验、服务主导逻辑、服务逻辑、服务科学和服务生态系统五个视角,研究发现:价值共创的早期思想萌芽于共同生产,正式开始于顾客体验,发展于服务主导逻辑,服务生态系统视角的价值共创受到广泛关注;然后基于价值共创的概念,从"价值"、"共同"、"创造"三方面对五个视角进行了深入比较,阐明了不同视角的差别;最后对价值共创未来的研究提出展望。Value co-creation refers to a dynamic process of co-creating value through service exchange and resources integration by value creation agents. Value co-creation is an important topic in marketing field, which is a breakthrough in the traditional view of enterprise value creation. With the development of network economy, the perspective of value co-creation shifts from a dyadic interaction of firms and customers to dynamic networks interaction of many social and economic participants. Based on a systematic review of development context of foreign value co-creation research perspective, this paper analyzes five perspectives of value co-creation, namely customer experience, service-dominant logic, service logic, service science and service ecosystems. It arrives at the following conclusions： the early thought of value co-creation sprouted in co-production, formally started from customer experience and developed with service-dominant logic; and value co-creation from a perspective of service ecosystems attracts extensive attention. Moreover, based on value co- creation concept, it makes a deep comparison of five perspectives in three aspects, namely value, the co-, and creation, and elaborates the differences between five theoretical perspectives of value co- creation. Lastly, it proposes the prospects for the future research of value co-creation.

关 键 词：价值共创 服务主导逻辑 服务逻辑 服务科学 服务生态系统 

分 类 号：F270[经济管理—企业管理]