【摘要】 在互联网与社会化媒体飞速发展的背景下,价值创造不再由企业单独完成,而是建立在顾客全面参与的基础之上,甚至由顾客的需求所决定。基于社会网络理论与顾客契合概念,采用层次回归方法实证探究在线品牌社群中顾客价值共创的形成机制,结果表明:在线品牌社群社会网络中,社会交互联结、信任互惠原则、自我概念一致性三个维度均积极促进顾客社群价值感知,顾客社群价值感知积极促进顾客价值共创行为,顾客契合在顾客社群价值感知对顾客价值共创行为中起部分中介作用。合作营销阶段,在线品牌社群拉近了企业与顾客、品牌与顾客、顾客与顾客之间的距离,使群体智慧得到极大的释放,塑造了企业与顾客价值共创的典范,从而成为新时代企业变革价值创造方式、创新营销模式、拓展利润源的重要载体。企业应从社会网络的四个维度(即价值共创的四个影响因素)着手,充分发挥核心成员"社群领袖"的作用,高度重视他们对社群建设、品牌传播、产品设计等方面的建议;促成社群交往现实化,加强成员交互联结;制定社群信任互惠规范,保证社群信息质量;塑造社群共同的精神文化,让社群成员成为坚定的参与者与建设者。更多还原

【Abstract】 Under the background of the development of Internet and social media,value creation is no longer accomplished by enterprises alone,but based on the full participation of customers,even determined by the needs of customers. In this paper,the Social Network Theory and the concept of customer engagement are introduced into the study of online brand community,and research the influencing factors of customer value co-creation in online brand community by AHP. The results show that:in online brand community,the social interaction,trust and reciprocity principle and self-conceptual consistency of social capital all have positive effects on the community value;the value of community has positive effects on customer behavior of value cocreation;and customer engagement plays the mediate role of community value in customer behavior of value co-creation. The authors believe that,in the phase of cooperative marketing the online brand community has narrowed the gap between enterprises and customers,customers and customers,and has greatly released group wisdom,which has become the important carrier for the pattern of value creation,the pattern of innovative marketing,and the expansion of profit sources. The enterprises should,first,start from four dimensions of social network,give full play to the role of core members,pay more attention to their suggestions in terms of social group construction,brand popularization,and product design;second,they should promote the realization of social group communication,and strengthen the connection among members;third,they should stimulate the criterion of mutual trust and benefit within the social groups,and guarantee the quality of information;and fourth,they should foster the common spiritual culture of social groups,and make all the social group members to become the firm participants and constructors.更多还原