基于用户生成内容的社交电商品牌权益价值共创机制研究  

Research on the Co-creation Mechanism of Social E-commerce Brand Equity Value Based on User-generated Content

作　　者：王淑翠[1] 宣峥楠 孙兰 王宏莉 WANG Shucui;XU AN Zhengnan;SUN Lan;WANG Hongli(Alibaba Business School,Hangzhou Normal University,Hangzhou 311121,China;Tianjin Academy of Science and Technology for Development,Tianjin 300011,China)

机构地区：[1]杭州师范大学阿里巴巴商学院,杭州311121 [2]天津市科学技术发展战略研究院,天津300011

出　　处：《科学学与科学技术管理》2021年第7期35-52,共18页Science of Science and Management of S.& T.

摘　　要：随着移动互联网技术与数字经济的快速演进,社交电商呈现出多元化的发展态势,这为互联网用户即线上消费者参与企业创新过程提供了更便捷的条件,"用户生成内容(user-generated content,UGC)"即用户通过文字等表达品牌认知和参与品牌营销等方式,成为用户参与品牌权益价值共创的社交电商新趋势。在回顾了价值共创理论视角下品牌权益的相关研究之后,总结了基于用户生成内容的企业品牌权益特性,并结合CBBE模型及SICAS模型提出了基于用户生成内容的品牌权益价值共创机制模型,探讨品牌权益价值共创的构成维度和影响因素,尝试打开用户参与社交电商企业创新的过程"黑箱"。最后,采用扎根理论对小米品牌案例进行分析,验证了模型的合理性与科学性,为社交电商时代用户与企业价值共创和品牌权益研究提供启示。The rapid development of the mobile internet technology has contributed to the increase in the internet user population in China. Mobile communication equipment has gradually become a common device for most internet users.Mobile social platforms have been favored by many users, and social e-commerce has shown a diversified development trend. As a new trend for consumers to participate in the value co-creation of social e-commerce, user-generated content will have an impact on the creation of corporate brand equity value, and it has practical value for the research on the co-creation mechanism of corporate brand equity value based on user-generated content. In addition, the academic research on value co-creation focuses on customer value, user participation, business model innovation, etc., but few scholars touch upon virtual brand communities and user-generated content. The value co-creation based on the user-generated content has potential academic research value. Through literature review of value co-creation theory, brand equity theory,and the concept on user-generated content, it can be found that user-generated content is a way for users to participate in the innovation in the digital economy era, which will have an impact on the generation of corporate brand equity value.Brand equity models, such as the Aaker model and the CBBE model, explain the influencing factors of brand equity from the perspective of consumers, and provide a reference for the establishment of a social e-commerce brand equity value co-creation mechanism model based on user-generated content. The model points out that the four stages of corporate brand equity are brand identity, brand connotation, brand response, and brand relationship. Each stage of the influencing factors have their own focus. In the digital economy era, consumer behavior will have an effect on enhancing the company’s own brand effect. The SICAS model proposed by the Data Center of China Internet(DCCI) believes that users will generate five consumer behaviors in the

关 键 词：社交电商 用户生成内容 品牌权益 价值共创 小米 

分 类 号：G3[文化科学]