网络环境下顾客参与品牌价值共创模式与机制研究——以小米手机为例

发布时间：2018-05-06 20:34

本文选题：互联网 + 顾客参与　；参考：《北京工商大学学报(社会科学版)》2017年01期

【摘要】：随着网络信息技术的发展,顾客通过互联网平台参与产品开发与更新、主导网络口碑传播等方式,已成为品牌价值创造的重要主体,深刻改变着品牌管理模式。本文以小米手机为例,借助扎根理论研究方法,对相关质性资料进行内容分析,得到如下结论:小米手机品牌的快速成长得益于其建立了契合互联网"专注、极致、快、信任"的企业文化和团队理念,将产品定位为发烧友而生的年轻消费者群体,积极进行线上、线下交流互动,将顾客培育成为粉丝和发烧友,引导顾客积极参与产品开发、更新以及口碑传播,从而实现小米手机品牌的快速成长。在此基础上,通过理论检验和命题发展,总结出顾客参与网络品牌价值共创的文化机制、产品机制、互动机制、参与机制、口碑机制及其相应命题。
[Abstract]:With the development of network information technology, customers participate in product development and update through Internet platform, leading network word-of-mouth communication, which has become an important part of brand value creation and has profoundly changed the brand management mode. This paper takes Xiaomi mobile phone as an example, with the help of rooted theory research method, carries on the content analysis to the related qualitative data, obtains the following conclusion: the rapid growth of Xiaomi mobile phone brand benefits from the establishment of a suitable Internet "focus, extreme, fast," Trust "s corporate culture and team concept, position the product as a group of young consumers born to enthusiasts, actively interact online and offline, cultivate customers into fans and enthusiasts, and guide customers to actively participate in product development. Update and word of mouth spread, so as to achieve the rapid growth of Xiaomi mobile phone brand. On this basis, through theoretical examination and proposition development, this paper summarizes the cultural mechanism, product mechanism, interactive mechanism, participation mechanism, word-of-mouth mechanism and their corresponding propositions of customer participation in network brand value creation.
【作者单位】：西南政法大学;
【基金】：国家自然科学基金重点项目“基于顾客参与的服务价值共创理论与模式研究”(71232008) 西南政法大学资助项目(2014XZRCXM007);西南政法大学研究生科研创新计划项目(XZYJS2014034)
【分类号】：F274;F273.2

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