数字世界的价值共创:构念、主题与研究展望  

Value Co-creation in the Digital World:Key Constructs,Themes and Research Prospects

作　　者：朱良杰[1] 何佳讯[1] 黄海洋[1] 

机构地区：[1]华东师范大学经济管理学部,上海201100

出　　处：《经济管理》2017年第1期195-208,共14页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金面上项目"品牌价值观的结构与融合:中国跨国公司品牌价值增值机制及全球化定位战略研究"(71372177);国家自然科学基金面上项目"国家认同;国家品牌资产与‘中国制造’态度评价:重大活动的影响机制"(71072152);上海市浦江人才计划项目"国家文化认同;国家形象与中国企业品牌国际化:影响机制与实现路径"(13PJC029)

摘　　要：数字世界的价值共创成为营销领域研究的前沿和热点。从目前的研究成果来看,该领域的研究还处于成长阶段。本文在梳理相关文献的基础上,对数字世界的价值共创研究进展进行了回顾。首先,将数字世界的价值共创视为价值共创在数字世界的延伸,界定了数字世界价值共创的基本概念,重点梳理了价值共创的三个核心维度,即互动、融入和授权在数字世界的新变化。其次,本文在归纳价值共创基本研究框架的基础上,总结了数字世界的价值共创三个重要研究主题,即社交媒体的价值共创、品牌社群的价值共创以及数字世界的价值共创与品牌创建。最后,本文提出了若干研究展望,试图为国内学者开展这方面的研究提供有益的帮助。Over the past years, the development of information and communication technologies which are pushed by the lnternet, has deeply influenced the ways of value creation, value co-creation has become an increasingly important issue in the digital world and been highly valued by academic circles. However, researches on value co-creation in the digital world are still in infancy and confronted with new problems, concepts and contents. Through summarizing the existing literatures, this paper regards the concept of value co-creation in the digital world as value co-creation extending to the digital world and summarizes its research perspectives, core dimensions and basic research framework. On this basis, this paper systemically sorts out and reviews relevant literatures, defines the concept of value co-creation in the digital world and summarizes the changes in the core dimensions and new research topics. Firstly, this paper not only summarizes three perspectives concerning the concept of value co-creation, namely, experience perspective, service dominant logic perspective and social constructivism perspective but also six core dimensions, say, experience, interaction, engagement, knowledge sharing, consumer empowerment and rela- tionship. Through literature review, We propose that new changes have emerged in the core dimensions of value co- creation in the digital enviroment, including some new elements, such as interactive relationship, value co-creation experience, platform engagement and consumer empowerment. Among them, the authors mainly focus on three dimensions, namely, interaction, engagement and empowerment and compare their differences online and offline. In- teraction evolves from the concept of two-way offline to muhi-way online. The concept of engagement derived from online is different from traditional concept of involvement which mainly derived from offline. Internet technology substantially reduces customer participation costs and improves the extent of consumer empowerment. On the basis of the above a

关 键 词：数字世界 价值共创 数字品牌 

分 类 号：C93-03[经济管理—管理学]