基于C2C与B2C虚拟品牌社区的企业知识创新比较研究  

A comparative study of enterprise knowledge creation based on C2C and B2C virtual brand community

作　　者：张克一[1] 唐小飞[2] 鲁平俊[3] 王春国[1] 

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]西南财经大学西部商学院,四川成都611130 [3]云南财经大学商学院,云南昆明650221

出　　处：《科研管理》2016年第12期65-72,共8页Science Research Management

基　　金：国家自然科学基金面上资助项目"品牌关系驱动力作用下的品牌资产产出模型研究"(项目编号:71372209;起止时间:2014.1-2017.12);国家自然科学基金资助重点项目"网络环境下的新型定价模式研究"(项目编号:71331004;起止时间:2014.1-2018.12);西南财经大学2015年度重大理论基础研究项目"基于互联网大系统的产品定位研究"(项目编号:JBK151135;起至时间2015.7-2017.7)

摘　　要：随着互联网的发展,激发虚拟品牌社区中有利于企业的知识创新,成为企业应对动态市场环境而实施创新战略的关键。本文基于C2C与B2C虚拟品牌社区中用户探索性/应用性学习和用户创意组合管理的视角,构建了激发有利于企业知识创新的理论模型。实证发现:C2C与B2C虚拟品牌社区会对用户探索性/应用性学习方式产生差异影响,相对于B2C虚拟品牌社区有利于用户的应用性学习,C2C虚拟品牌社区倾向于用户的探索性学习,而探索性学习更有利于激发用户知识创新能力;进一步,用户知识创新能力对激发用户产生有利于企业知识创新的作用并不显著;但是,用户创意组合管理在用户知识创新能力对激发有利于企业知识创新的关系中起到显著的正向调节作用。本研究为企业实施用户知识管理创新战略提出了有价值的启示。With the development of Internet, stimulating user knowledge creation, which is in favor of enterprises in virtual brand communities, has become the key for enterprise to implement innovative strategies in order to respond to dynamic market conditions. In this paper, we have built a theoretical model, which can motivate enterprise knowledge creation, and this is based on the perspective of user exploratory/exploitative learning and ideation portfolio management in C2C and B2C virtual brand communities. Focusing on our studies, this paper demonstrates that： C2C and B2C virtual brand communities have variant impact on user exploratory / exploitative learning. B2C virtual brand communities that are beneficial to users exploitative learning, and C2C virtual brand communities tend to inspire users exploratory learning, which is more conducive to stimulate users knowledge creation capability; User knowledge creation capability has no significant effect on the generation of enterprises knowledge creations; however, user ideation portfolio management plays a mediating role between them and the influence is positive and significant. This study has put forward valuable revelations for companies to carry out the strategy of user knowledge management innovation.

关 键 词：应用性/探索性学习 知识创新能力 创意组合管理 企业知识创新 

分 类 号：F713.50[经济管理—市场营销]