价值共创对企业营销的影响研究--以林业企业为例  

Research on the Impact of Value Co-creation on Enterprise Marketing--Taking Forestry Enterprises as Examples

作　　者：刘利花 张莉莉[1] LIU Lihua;ZHANG Lili(School of Economics and Management,Beijing Forestry University Beijing 100083)

机构地区：[1]北京林业大学经济管理学院,北京100083

出　　处：《中国商论》2022年第4期116-120,共5页China Journal of Commerce

摘　　要：近年来,价值共创成为企业营销领域的研究热点。价值共创强调从消费者体验出发,公司利用移动互联网等技术,在与消费者互动过程中,为消费者创造良好的消费体验,从而实现价值共创,即在满足消费者需求的同时,也为企业带来收益。在网络经济下,商业环境竞争更加激烈、复杂多变,价值共创的理念为国有林区林业企业利用互联网技术发展林下经济产品提供了新的营销思路。本文首先通过文献研究提炼具有代表性的价值共创的研究维度,其次据此设计调查问卷,最后应用回归分析法对问卷数据进行定量分析,研究价值共创各维度对企业效果的影响。研究结果显示,价值共创及其各维度对林业企业的营销效果有显著的正向影响。In recent years,value co-creation has become a hot topic of research in the field of corporate marketing.Value co-creation emphasizes starting from consumer experience.The company uses mobile Internet and other technologies to create a good consumption experience for consumers in the process of interacting with consumers,so as to realize value co-creation and bring benefits to the enterprises.In the network economy,the competition in the business environment is more intense,complex and changeable,and the concept of value co-creation provides a new marketing path for forestry enterprises in state-owned forest areas to use Internet technology to develop forest economic products.This study first extracts representative research dimensions of value co-creation through literature research,then designs a questionnaire based on this,and finally uses regression analysis to quantitatively analyze the questionnaire data to study the impact of value co-creation dimensions on enterprise performance.The research results show that value co-creation and its various dimensions have a significantly positive impact on the marketing effect of forestry enterprises.

关 键 词：价值共创 林业企业 营销 

分 类 号：F713[经济管理—产业经济]