【作者】 李明明；

【导师】 崔明；

【作者基本信息】 兰州大学 ， 工商管理， 2022， 硕士

【摘要】 数字技术的迭代致使企业与企业之间的组织情景和企业与顾客之间的消费情景发生极大变革,更加广泛多元的主体可以轻松连接起来共创价值。然而,随着企业内外部环境的不断变化,价值共创的目标并非能够轻易实现,反而价值共毁的频率逐步提升,在互联网的放大作用下,其负面影响不断增强,最终影响企业的正常运营。近年来,已有少数学者就价值共创与价值共毁展开了相关探索,主要从两个方向展开,一是外部实践和资源整合视角下缓解价值共毁消极影响的要素或路径;二是研究不同情境下的价值共毁如何转化为价值共创。总结以往研究,虽然相关学者对价值共毁如何转化为价值共创已有涉及,但较少对零售企业运营中价值共毁向价值共创的转化路径及其机理展开研究,以多方参与者展开的相关研究数量更是少之又少,亟需进一步展开探索。本研究试图在前人学者相关研究的支撑上,采用单案例研究方法,选取正大优鲜社区连锁便利店作为案例研究对象,基于正大优鲜服务价值共毁转化为价值共创的实践,将研究问题聚焦于零售企业服务价值共毁转化为价值共创的路径及其机理。基于研究问题,首先,通过文献回顾与零售企业实践,确定论文研究方向与思路;其次,严格遵循单案例研究流程,对案例企业展开数据收集与分析;然后,基于“价值共毁—价值修复—价值共创”的逻辑框架,对案例企业展开分阶段、多角度的动态分析,并以详实的证据链为支撑;最后,分析得出价值共毁转化为价值共创的路径及其机理的研究结论。研究结论主要包括以下四点:第一,零售企业服务价值共毁的具体表现形式为经济参与者间的资源滥用和流程对接失调;第二,将价值共毁转化为价值共创的目的就是将低水平价值产出的价值共毁转化为高水平价值产出的价值共创,促进企业发展并形成竞争优势;第三,价值共毁向价值共创的转化可以分为区域市场适应能力形成的单一转化阶段、产品和服务核心能力形成的协作转化阶段、品牌信任能力形成的协同转化阶段;第四,价值共毁转化为价值共创的运行机理由单一修复机制、协作修复机制及协同修复机制构成。本研究最终所形成的理论框架,能够贡献于现有文献中价值共创与价值共毁的研究缺口,同时也对零售企业积极应对价值共毁,提升核心竞争力具有指导意义。更多还原

【Abstract】 The iteration of digital technology has led to great changes in the organizational situation between enterprises and the consumption situation between enterprises and customers,and more extensive and diversified subjects can be easily connected to create value.However,with the continuous change of the internal and external environment of the enterprise,the goal of value co-creation is not able to be easily realized,but the frequency of value co-destruction is gradually increasing.Under the amplification effect of the Internet,its negative impact is constantly enhanced,which ultimately affects the normal operation of the enterprise.In recent years,a few scholars have launched relevant exploration on value co-creation and value co-destruction,mainly from two directions: one is the element or path of alleviating the negative influence of value co-destruction from the perspective of external practice and resource integration;the other is to study how value co-destruction transforms into value co-creation in different situations.Summarizing previous studies,although relevant scholars have been involved in how to transform value co-destruction into value co-creation,there is less research on the transformation path and mechanism of value co-destruction to value co-creation in the operation of retail enterprises,and the number of related research carried out by multiple participants is very small,and it needs to be further explored.This study tries to on the support of previous scholars,using the single case study method,select fresh community chain convenience stores as a case study object,based on fresh service value into value practice,the research problem focus on the retail enterprise service value into value of path and its mechanism.Based on the research problem,firstly,determine the research direction and idea of the paper,and then,based on the logic framework of "Value destruction-value repair-value creation" in stages and angles,supported with detailed evidence chain.Finally,we conclude the research conclusion of value co-destruction into value co-creation and its mechanism.The research conclusions mainly include the following four points: First,the specific form of the total destruction of service value in retail enterprises is the imbalance of resource abuse and process docking among economic participants;second,The purpose of transforming value destruction into value co-creation is to transform value destruction of low level value output into value creation of high level value output,To promote enterprise development and form a competitive advantage;third,The transformation of value co-destruction to value co-creation can be divided into the single transformation stage of regional market adaptability,the cooperative transformation stage of the core ability of product and service,and the cooperative transformation stage of brand trust ability;fourth,The operation mechanism of value co-destruction into value co-creation is composed of a single repair mechanism,cooperative repair mechanism and collaborative repair mechanism.The theoretical framework formed in this study can contribute to the research gap of value co-creation and value co-destruction in the existing literature,and also have guiding significance for retail enterprises to actively respond to value co-destruction and enhance their core competitiveness.更多还原