开源品牌化条件下消费者-品牌价值共创的路径探索——以比亚迪为例  

Exploring the Path of Customer and Brand Value Co-creation with Open Source Branding:A Case Study of BYD

作　　者：李同茂 张良波 谢育锋 涂荣庭[1] LI Tong-mao;ZHANG Liang-bo;XIE Yu-feng;TU Rong-ting(College of Management,Shenzhen University,Shenzhen 518060,China;School of Economics and Management,Harbin Institute of Technology in Shenzhen,Shenzhen 518055,China)

机构地区：[1]深圳大学管理学院,广东深圳518060 [2]哈尔滨工业大学(深圳)经济管理学院,广东深圳518055

出　　处：《管理案例研究与评论》2021年第4期425-445,共21页Journal of Management Case Studies

基　　金：国家自然科学基金面上项目“自媒体平台中消费者传播负面舆论的动机与情绪、品牌负面刻板印象的动态变化和企业应对策略的研究”(71772129)。

摘　　要：开源品牌化作为一种将消费者纳入品牌建设过程的新型品牌建设方式,已经得到企业界的广泛认可,但对于开源品牌化条件下消费者与品牌进行价值共创的研究甚少。为分析开源品牌化条件下消费者-品牌共创价值的具体路径,本研究通过对已有理论的系统梳理,构建出"开源供应物→消费者资源整合→消费者→品牌共创价值"的基本路径,并选取比亚迪作为案例研究对象,运用质性分析软件Atlas.ti对品牌文本数据进行扎根分析和共现研究,发掘理论模型内在变量之间的指向性。开创性地探索了开源品牌化这一新视角下消费者与品牌进行价值共创的路径,可为后续研究提供理论借鉴,也可为企业实践中品牌开源化进程管理和品牌价值共创提供管理启示。The trend of open source branding highlights the importance of customers in value co-creation, while researches are seldom seen on customer and brand value co-creation in this context. In this paper, we systematically review the existing theories and build a path model of customer and brand value co-creation under open source branding. Focusing on the BYD as the research object, we process the text data of the brand with the qualitative analysis tool Atlas. ti according to the grounded theory and co-occurrence analysis, in order to explore the possible relation between the inner variables of the model. The present study groundbreakingly explores the path of value co-creation between consumers and brands under the new perspective of open source branding, laying a certain theoretical foundation for related follow-up research, and has practical guiding significance to manage open source branding and co-creating brand value in corporate practices.

关 键 词：开源品牌化 品牌价值共创 资源整合 比亚迪 质性研究 

分 类 号：F270[经济管理—企业管理]