基于移动社交媒体的企业虚拟品牌社区价值共创引导机制研究  

The Guidance Mechanisms of Value Co-creation Based on Mobile Social Media Virtual Brand Community

作　　者：王晓武 徐伟 朱振中[2] WANG Xiao-wu;XU Wei;ZHU Zhen-zhong(School of Business,University of Jinan,Jinan 250002,China;School of Management,Shandong University of Technology,Zibo 255049,China)

机构地区：[1]济南大学商学院,山东济南250002 [2]山东理工大学管理学院,山东淄博255049

出　　处：《浙江工商大学学报》2019年第2期66-77,共12页Journal of Zhejiang Gongshang University

基　　金：国家社会科学基金重大项目"国有控股公司分类治理及其创新驱动机制研究"(16AGL008);山东省自然科学基金项目"基于服务生态系统的企业-顾客-虚拟社区耦合的价值共创模型研究"(ZR2017BG019);山东省自然科学基金项目"基于新产品设计视角的感知创新性研究:机制;效应及对策"(ZR2016GM14);山东省社会科学基金项目"新产品设计影响消费者采纳意图的机制研究:基于感知创新性的视角"(16CGLJ24);山东省高校人文社科研究基金项目"社交网络品牌社群意识内涵及其机理研究"(SDGX15330-146)

摘　　要：移动社交媒体的虚拟品牌社区是价值共创的新平台,近几年成为研究的热点。既有研究主张企业是价值共创活动的价值引导者,但对企业如何扮演价值引导者角色缺乏理论探讨。文章以全世界移动社交媒体营销的成功典范星巴克公司为例,对469份质性数据进行了扎根理论分析,构建出移动社交媒体的虚拟品牌社区价值共创引导机制模型。该模型阐释了企业如何引导价值共创。基于模型文章构建出企业引导的价值共创的三个维度:使用价值、共同生产和共创绩效,并构建出移动社交媒体虚拟品牌社区的价值共创的七个引导机制,即消费需求刺激、强势品牌传播、接地气的消费者关怀、O2O体验、平台互动、消费者契合和纽带强化。Virtual brand community based on the mobile social media is a new platform of value co-creation. It has become a hot research issue in recent years. Previous researches advocate that the enterprise is the value guide of the value co-creation activity, but there is no theoretical discussion on how the enterprise plays the role as a value guide. With a successful case of the mobile social media marketing in the world, Starbucks, this paper analyzes 469 qualitative data and constructed the virtual brand community value co-creation mechanism model of the mobile social media. The model illustrates how an enterprise can lead to value co-creation. Based on the model, this paper constructs three dimensions of value co-creation based on enterprise guidance: use of value, co-production and co-creation of performance. We also build seven guiding mechanisms for value co-creation of mobile social media virtual brand communities, namely consumer demand stimulation, strong brand communication, grounded consumer care, O2O experience, platform interaction, consumer engagement and strengthening of ties.

关 键 词：价值共创引导机制 虚拟品牌社区 移动社交媒体 扎根理论 星巴克 

分 类 号：F274[经济管理—企业管理]