数字世界的价值共创:构念、主题与研究展望

发布时间：2018-06-16 05:31

本文选题：数字世界 + 价值共创　；参考：《经济管理》2017年01期

【摘要】：数字世界的价值共创成为营销领域研究的前沿和热点。从目前的研究成果来看,该领域的研究还处于成长阶段。本文在梳理相关文献的基础上,对数字世界的价值共创研究进展进行了回顾。首先,将数字世界的价值共创视为价值共创在数字世界的延伸,界定了数字世界价值共创的基本概念,重点梳理了价值共创的三个核心维度,即互动、融入和授权在数字世界的新变化。其次,本文在归纳价值共创基本研究框架的基础上,总结了数字世界的价值共创三个重要研究主题,即社交媒体的价值共创、品牌社群的价值共创以及数字世界的价值共创与品牌创建。最后,本文提出了若干研究展望,试图为国内学者开展这方面的研究提供有益的帮助。
[Abstract]:The value creation of the digital world has become the frontier and hot spot in the field of marketing. From the current research results, the research in this field is still in the growing stage. On the basis of combing relevant literature, this paper reviews the research progress of value creation in the digital world. First of all, the value creation of the digital world is regarded as the extension of the value creation in the digital world, the basic concept of the value creation in the digital world is defined, and the three core dimensions of value creation are combed out emphatically, that is, interaction. Incorporate and empower new changes in the digital world. Secondly, on the basis of summarizing the basic research framework of value creation, this paper summarizes three important research topics of value creation in the digital world, that is, social media value creation. Brand community value creation and digital world value creation and brand creation. Finally, this paper puts forward a number of research prospects, trying to provide useful help for domestic scholars to carry out research in this area.
【作者单位】：华东师范大学经济管理学部;
【基金】：国家自然科学基金面上项目“品牌价值观的结构与融合:中国跨国公司品牌价值增值机制及全球化定位战略研究”(71372177);国家自然科学基金面上项目“国家认同、国家品牌资产与‘中国制造’态度评价:重大活动的影响机制”(71072152) 上海市浦江人才计划项目“国家文化认同、国家形象与中国企业品牌国际化:影响机制与实现路径”(13PJC029)
【分类号】：F49

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