物联网环境下场景驱动用户创新方式与路径研究  

The Manners and Paths of Context-driven User Innovation in the Internet of Things Environment

作　　者：张凡 何佳讯[1,2] Zhang Fan;He Jiaxun(Faculty of Economics and Management,East China Normal University;Institute for Nation(al)Branding Strategy,East China Normal University,Shanghai 200062,China)

机构地区：[1]华东师范大学经济与管理学部 [2]华东师范大学国家品牌战略研究中心,上海200062

出　　处：《科技进步与对策》2024年第6期1-10,共10页Science & Technology Progress and Policy

基　　金：国家自然科学基金项目(72072059,71772066)。

摘　　要：伴随物联网技术的应用,场景营销成为一种动态激发用户需求从而反向刺激企业创新的新兴商业模式。为探究用户如何在场景驱动下产生新需求并与企业共创价值,根据场景理论与用户创新相关理论,以场景品牌卡萨帝为案例,采用扎根理论对场景驱动用户创新的方式及路径进行理论化工作。结果表明,消费场景由物理、技术、人文和关系要素构成;用户根据环境、体验、情感、行为、目标等不同导向的场景类型,通过预期差距弥合、消费惯性突破、用户情感追求、体验数据创造及用户知识整合进行创新;场景驱动用户创新路径是以场景要素组合为基础,以用户体验为核心,由企业主导的场景驱动创新和用户主导的用户参与创新交替作用的迭代循环价值共创系统。With the widespread adoption of Internet of Things(IoT)technology and smart devices,contextual marketing has emerged as a novel business model that dynamically stimulates customers'underlying needs,thereby fostering firm innovation.The IoT serves as a critical means to achieve a profound integration of technology and consumption context.With the advancement of the IoT,marketing has been transitioned from the traditional online-offline mode to a co-constructive context,where the digitalization of context drives industry digitalization,consequently influencing changes in the industrial chain and facilitating industry ecological reform.The iterative innovation of technology has resulted in a more diverse competitive environment.The ability to rapidly meet customer needs has emerged as a new focal point of competition.Intensifying market competition compels firms to redirect their R&D investments towards engaging users in active innovation,and thus the user innovation mode has become the primary driving force behind enhancing firms'innovation output.Several scholars have acknowledged the impact of context innovation on consumer behavior and the significant role of users in context-driven innovation models.They have also recognized that customers,in turn,can drive the innovation of technology and business models for firms within a context-driven innovation framework.Various concepts such as value co-creation,product development tools,and service-dominant logic regarding user innovation have been proposed,but specific manners of user innovation and contribution have not been thoroughly discussed.In practice,researchers have focused more on the impact of user innovation on product development and the establishment of user innovation platforms,but have not extensively explored the specific implementation pathways.Therefore,given the fact that users play a crucial role as a significant source for firms to gain sustainable innovation advantages,stimulating user participation in innovation has become a pressing issue in fir

关 键 词：物联网技术 场景营销 场景驱动创新 用户创新 价值共创 

分 类 号：F274[经济管理—企业管理]