从价值提供到价值共创的营销转型——企业与消费者协同演化视角的双案例研究

发布时间：2018-05-08 14:19

本文选题：协同演化动态能力 + 营销转型　；参考：《管理世界》2017年04期

【摘要】：互联网环境下的企业营销正在逐渐从以产品为核心转向以消费者为核心。尽管现有研究提出了服务主导逻辑与价值共创的思想,但对企业与消费者交易产生的价值提供模式如何转变为企业与消费者合作产生的价值共创模式缺乏理论探讨。本文基于服务主导逻辑和动态能力理论,通过对两家案例企业的比较分析发现:(1)企业与消费者拥有的互补性异质资源构成推动面向价值共创营销转型的资源基础;(2)企业与消费者合作演化形成的协同演化动态能力构成推动面向价值共创营销转型的能力基础,具体由识别资源、共享资源和对接资源3种能力构成;(3)企业与意见领袖、平民化中心两类特殊消费者的协同演化,构成两种营销转型路径:一是与意见领袖合作构建交易媒介,强化普通消费者的能力信任,二是与平民化中心合作构建交流媒介,提升普通消费者的情感信任。由此,本文基于协同演化视角提出了企业营销转型实现机制的理论框架,强化了服务主导逻辑下企业与特殊消费者的价值共创理论研究,并使企业与消费者协同演化动态能力理论在企业营销转型领域得到深化和推进。结论对于互联网环境下企业营销转型实践具有启发和指导意义。
[Abstract]:In the Internet environment, enterprise marketing is gradually shifting from the core of product to the core of consumers. Although the existing research puts forward the idea of creating a service leading logic and value creation, how to change the value supply mode of the business and consumer transaction to the value creation model produced by the enterprise and the consumer is lack of theory. Based on the theory of service leading logic and dynamic ability, this paper compares and analyses two case companies: (1) the complementary heterogeneous resources owned by the enterprise and the consumer constitute the resource basis for promoting the transformation of value creating marketing, and (2) the impetus side of the cooperative evolution dynamic capability formed by the cooperative evolution of the enterprise and the consumer The ability basis of marketing transformation to value creation is made up of 3 abilities: identifying resources, sharing resources and docking resources; (3) co evolution of enterprises and opinion leaders and two special consumers of civilian centers, forming two kinds of marketing transformation paths: one is to cooperate with opinion leaders to build trading media and strengthen the ability trust of ordinary consumers. The two is to cooperate with the populace center to build a communication medium and improve the emotional trust of the ordinary consumers. Based on the perspective of co evolution, this paper puts forward the theoretical framework of the realization mechanism of the enterprise marketing transformation, and strengthens the theoretical research on the value co creation of the enterprises and the special consumers under the service leading logic, and makes the enterprise and the consumer evolve together. The theory of dynamic capability has been deepened and promoted in the field of enterprise marketing transformation. The conclusion is instructive and instructive for the practice of marketing transformation in the Internet environment.

【作者单位】：中山大学管理学院;
【基金】：国家自然科学基金项目(71371198) 国家社会科学基金重大招标项目(14ZDA074)的资助
【分类号】：F274

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