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作 者:朱逸[1,2] 赵楠[3] ZHU Yi;ZHAN Nan(Shanghai Jianqiao University,Shanghai 201306,China;Base for Cyberspace International Governance,Fudan University,Shanghai 200433,China;Shanghai Dianji University,Shanghai 201306,China)
机构地区:[1]上海建桥学院商学院,上海201306 [2]复旦大学网络空间国际治理研究基地,上海200433 [3]上海电机学院,上海201306
出 处:《贵州师范大学学报(社会科学版)》2021年第5期70-78,共9页Journal of Guizhou Normal University(Social Sciences)
基 金:教育部人文社会科学研究规划基金“我国零售业对接‘一带一路’市场的‘全球本土化’战略研究”(17YJA790007)的阶段性成果。
摘 要:伴随网络社交平台的崛起,数字化社交形式开始被企业、公众普遍接受,发生其中的价值共创已成为了一种趋势,探索新场景下的价值共创核心要素、共创策略、共创绩效显得尤为重要。本项研究,以微博平台为主要研究场所,采用案例研究策略,选择若干知名品牌为案例对象,围绕价值共创的要素、策略、绩效三方面开展研究。研究发现,发生在数字化社交中的价值共创包含有7项核心要素(即渠道、透明度、降低风险、对话、分享、个性、共鸣),并嵌入共创过程的3类共创策略(信息知晓、参与&互动、询问&评价策略)之中,分别发挥不同的功能,对于共创绩效产生影响。共创绩效可结合定量(点赞、转发、评论)与定性(情感得分)的测量,开启新的评价选择。该要素模型构建了数字化社交中初步的价值共创形式,对于企业、公众、平台在共同实现价值共创进程中,提供了一定的理论与实践参照。With the rise of social networking platform,the form of digital sociality has been widely accepted by enterprises and the public.Value co-creation has become a trend.It is particularly important to explore the core elements,strategies and performance of value co-creation.This study based on the Weibo platform as the main research place,adopts the case study strategy,selects several well-known brands as the case objects,and carries out the research around the elements,strategies and performance of value co-creation.It is found that value co-creation in digital sociality includes seven core elements(channel,transparency,communication,risk reduction,sharing,personality and resonance),which are embedded in three types of co-creation strategies(information awareness,participation&interaction,inquiry&evaluation)in the process of co-creation and play different functions,which have an impact on co-creation performance.Co-creation performance can be combined with quantitative(like,forward,comment)and qualitative(emotional score)measurement to open up new evaluation options.This element model constructs a preliminary form of value co creation in digital social interaction,and provides a certain theoretical and practical reference for enterprises,the public and platforms in the process of value co-creation.
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