基于移动社交媒体的企业虚拟品牌社区价值共创引导机制研究
|
摘要
移动社交媒体的虚拟品牌社区是价值共创的新平台,近几年成为研究的热点。既有研究主张企业是价值共创活动的价值引导者,但对企业如何扮演价值引导者角色缺乏理论探讨。文章以全世界移动社交媒体营销的成功典范星巴克公司为例,对469份质性数据进行了扎根理论分析,构建出移动社交媒体的虚拟品牌社区价值共创引导机制模型。该模型阐释了企业如何引导价值共创。基于模型文章构建出企业引导的价值共创的三个维度:使用价值、共同生产和共创绩效,并构建出移动社交媒体虚拟品牌社区的价值共创的七个引导机制,即消费需求刺激、强势品牌传播、接地气的消费者关怀、O2O体验、平台互动、消费者契合和纽带强化。
Virtual brand community based on the mobile social media is a new platform of value co-creation. It has become a hot research issue in recent years. Previous researches advocate that the enterprise is the value guide of the value co-creation activity, but there is no theoretical discussion on how the enterprise plays the role as a value guide. With a successful case of the mobile social media marketing in the world, Starbucks, this paper analyzes 469 qualitative data and constructed the virtual brand community value co-creation mechanism model of the mobile social media. The model illustrates how an enterprise can lead to value co-creation. Based on the model, this paper constructs three dimensions of value co-creation based on enterprise guidance: use of value, co-production and co-creation of performance. We also build seven guiding mechanisms for value co-creation of mobile social media virtual brand communities, namely consumer demand stimulation, strong brand communication, grounded consumer care, O2 O experience, platform interaction, consumer engagement and strengthening of ties.
Virtual brand community based on the mobile social media is a new platform of value co-creation. It has become a hot research issue in recent years. Previous researches advocate that the enterprise is the value guide of the value co-creation activity, but there is no theoretical discussion on how the enterprise plays the role as a value guide. With a successful case of the mobile social media marketing in the world, Starbucks, this paper analyzes 469 qualitative data and constructed the virtual brand community value co-creation mechanism model of the mobile social media. The model illustrates how an enterprise can lead to value co-creation. Based on the model, this paper constructs three dimensions of value co-creation based on enterprise guidance: use of value, co-production and co-creation of performance. We also build seven guiding mechanisms for value co-creation of mobile social media virtual brand communities, namely consumer demand stimulation, strong brand communication, grounded consumer care, O2 O experience, platform interaction, consumer engagement and strengthening of ties.
引文
[1]ZHANG M,GUO L,HU M,et al.Influence of Customer Engagement with Company Social Networks on Stickiness:Mediating Effect of Customer Value Creation[J].International Journal of Information Management,2016,37(3):229-240.
[2]KANG J,TANG L,FIORE A M.Enhancing Consumer-brand Relationships on Restaurant Facebook Fan Pages:Maximizing Consumer Benefits and Increasing Active Participation[J].International Journal of Hospitality Management,2014,36(1):145-155.
[3]SINGARAJU S P,QUAN A N,NIININEN O,et al.Social Media and Value Co-creation in Multi-stakeholder Systems:A Resource Integration Approach[J].Industrial Marketing Management,2016,54(1):44-55.
[4]李巧灵,唐铮,赵申苒.跨国餐饮企业中国本土化研究:以哈根达斯、必胜客、星巴克为例[J].管理现代化,2013(2):59-61.
[5]PRAHALAD C K,RAMASWAMY V.Co-creation Experiences:The Next Practice in Value Creation[J].Journal of Interactive Marketing,2004,18(3):5-14.
[6]VARGO S L,LUSCH R F.Evolving to a New Dominant Logic for Marketing[J].Journal of Marketing,2004,68(1):1-17.
[7]武文珍,陈启杰.价值共创理论形成路径探析与未来研究展望[J].外国经济与管理,2012(6):66-73.
[8]杨学成,陶晓波.社会化商务背景下的价值共创研究---柔性价值网的视角[J].管理世界,2015(8):170-181.
[9]简兆权,令狐克睿,李雷.价值共创研究的演进与展望---从“顾客体验”到“服务生态系统”视角[J].外国经济与管理,2016(9):3-20.
[10]易加斌,王宇婷.组织能力、顾客价值认知与价值共创关系实证研究[J].科研管理,2017(1):259-266.
[11]MUNIZ A M,O'GUINN T C.Brand Community[J].Journal of Consumer Research,2001,21(4):412-432.
[12]HUDSON S,HUANG L,ROTH M S,et al.The Influence of Social,Media Interactions on Consumer-brand Relationships:A Three-country Study of Brand Perceptions and Marketing Behaviors[J].International Journal of Research in Marketing,2016,33(1):27-41.
[13]SERAJ M.We Create,We Connect,We Respect,Therefore We Are:Intellectual,Social,and Cultural Value in Online Communities[J].Journal of Interactive Marketing,2012,26(4):209-222.
[14]SCHAU H J,MUIZ A M,ARNOULD E J.How Brand Community Practices Create Value[J].Journal of Marketing,2009,73(5):30-51.
[15]NAMBISAN S,BARON R A.Virtual Customer Environments:Testing a Model of Voluntary Participation in Value Co-creation Activities[J].Journal of Product Innovation Management,2009,26(26):388-406.
[16]RAMASWAMY V,OZCAN K.Brand Value Co-creation in a Digitalized World:an Integrative Framework and Research Implications[J].International Journal of Research in Marketing,2016,33(1):93-106.
[17]ZHANG H,LU Y,WANG B,et al.The Impacts of Technological Environments and Co-creation Experiences on Customer Participation[J].Information&Management,2015,52(4):468-482.
[18]HEALY J C,MCDONAGH P.Consumer Roles in Brand Culture and Value Co-creation in Virtual Communities[J].Journal of Business Research,2013,66(9):1528-1540.
[19]GRNROOS C,VOIMA P.Critical Service Logic:Making Sense of Value Creation and Co-creation[J].Journal of the A-cademy of Marketing Science,2013,41(2):133-150.
[20]CHOU E Y,LIN C Y,HUANG H C.Fairness and Devotion Go Far:Integrating Online Justice and Value Co-creation in Virtual Communities[J].International Journal of Information Management,2016,36(1):60-72.
[21]张燚,李冰鑫,刘进平.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[J].北京工商大学学报(社会科学版),2017(1):1-12.
[22]BIGGEMANN S,WILLIAMS M,KRO G.Building in Sustainability,Social Responsibility and Value Co-creation[J].Journal of Business&Industrial Marketing,2014,29(2):304-312.
[23]SEN S,BHATTACHARYA C B,KORSCHUN D.The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships:a Field Experiment[J].Journal of the Academy of Marketing Science,2006,34(2):158-166.
[24]STEPHEN L.VARGO,ROBERT F.LUSCH.Service-dominant Logic:Continuing the Evolution[J].Journal of the Academy of Marketing Science,2008,36(1):1-10.
[25]NEAL M.The Future of Competition:Co-Creating Unique Value with Customers[J].Journal of Competitiveness Studies,2004,12(5):155-157.
[26]吴瑶,肖静华,谢康,等.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[J].管理世界,2017(4):138-157.
[27]朱良杰,何佳讯,黄海洋.数字世界的价值共创:构念、主题与研究展望[J].经济管理,2017(1):195-208.
[28]HAMMERSLEY M.The Dilemma of Qualitative Method:Herbertblumer and the Chicago Tradition[M].London:Routledge,1989:18.
[29]WAKEFORD J.The Discovery of Grounded Theory:Strategies for Qualitative Research[J].American Journal of Sociology,1968,3(6):377-380.
[30]贾旭东,谭新辉.经典扎根理论及其精神对中国管理研究的现实价值[J].管理学报,2010(5):656-665.
[31]文军,蒋逸民.质性研究概论:Qualitative Research Method[M].北京:北京大学出版社,2010.
[32]白长虹,刘春华.基于扎根理论的海尔、华为公司国际化战略案例相似性对比研究[J].科研管理,2014(3):99-107.
[2]KANG J,TANG L,FIORE A M.Enhancing Consumer-brand Relationships on Restaurant Facebook Fan Pages:Maximizing Consumer Benefits and Increasing Active Participation[J].International Journal of Hospitality Management,2014,36(1):145-155.
[3]SINGARAJU S P,QUAN A N,NIININEN O,et al.Social Media and Value Co-creation in Multi-stakeholder Systems:A Resource Integration Approach[J].Industrial Marketing Management,2016,54(1):44-55.
[4]李巧灵,唐铮,赵申苒.跨国餐饮企业中国本土化研究:以哈根达斯、必胜客、星巴克为例[J].管理现代化,2013(2):59-61.
[5]PRAHALAD C K,RAMASWAMY V.Co-creation Experiences:The Next Practice in Value Creation[J].Journal of Interactive Marketing,2004,18(3):5-14.
[6]VARGO S L,LUSCH R F.Evolving to a New Dominant Logic for Marketing[J].Journal of Marketing,2004,68(1):1-17.
[7]武文珍,陈启杰.价值共创理论形成路径探析与未来研究展望[J].外国经济与管理,2012(6):66-73.
[8]杨学成,陶晓波.社会化商务背景下的价值共创研究---柔性价值网的视角[J].管理世界,2015(8):170-181.
[9]简兆权,令狐克睿,李雷.价值共创研究的演进与展望---从“顾客体验”到“服务生态系统”视角[J].外国经济与管理,2016(9):3-20.
[10]易加斌,王宇婷.组织能力、顾客价值认知与价值共创关系实证研究[J].科研管理,2017(1):259-266.
[11]MUNIZ A M,O'GUINN T C.Brand Community[J].Journal of Consumer Research,2001,21(4):412-432.
[12]HUDSON S,HUANG L,ROTH M S,et al.The Influence of Social,Media Interactions on Consumer-brand Relationships:A Three-country Study of Brand Perceptions and Marketing Behaviors[J].International Journal of Research in Marketing,2016,33(1):27-41.
[13]SERAJ M.We Create,We Connect,We Respect,Therefore We Are:Intellectual,Social,and Cultural Value in Online Communities[J].Journal of Interactive Marketing,2012,26(4):209-222.
[14]SCHAU H J,MUIZ A M,ARNOULD E J.How Brand Community Practices Create Value[J].Journal of Marketing,2009,73(5):30-51.
[15]NAMBISAN S,BARON R A.Virtual Customer Environments:Testing a Model of Voluntary Participation in Value Co-creation Activities[J].Journal of Product Innovation Management,2009,26(26):388-406.
[16]RAMASWAMY V,OZCAN K.Brand Value Co-creation in a Digitalized World:an Integrative Framework and Research Implications[J].International Journal of Research in Marketing,2016,33(1):93-106.
[17]ZHANG H,LU Y,WANG B,et al.The Impacts of Technological Environments and Co-creation Experiences on Customer Participation[J].Information&Management,2015,52(4):468-482.
[18]HEALY J C,MCDONAGH P.Consumer Roles in Brand Culture and Value Co-creation in Virtual Communities[J].Journal of Business Research,2013,66(9):1528-1540.
[19]GRNROOS C,VOIMA P.Critical Service Logic:Making Sense of Value Creation and Co-creation[J].Journal of the A-cademy of Marketing Science,2013,41(2):133-150.
[20]CHOU E Y,LIN C Y,HUANG H C.Fairness and Devotion Go Far:Integrating Online Justice and Value Co-creation in Virtual Communities[J].International Journal of Information Management,2016,36(1):60-72.
[21]张燚,李冰鑫,刘进平.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[J].北京工商大学学报(社会科学版),2017(1):1-12.
[22]BIGGEMANN S,WILLIAMS M,KRO G.Building in Sustainability,Social Responsibility and Value Co-creation[J].Journal of Business&Industrial Marketing,2014,29(2):304-312.
[23]SEN S,BHATTACHARYA C B,KORSCHUN D.The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships:a Field Experiment[J].Journal of the Academy of Marketing Science,2006,34(2):158-166.
[24]STEPHEN L.VARGO,ROBERT F.LUSCH.Service-dominant Logic:Continuing the Evolution[J].Journal of the Academy of Marketing Science,2008,36(1):1-10.
[25]NEAL M.The Future of Competition:Co-Creating Unique Value with Customers[J].Journal of Competitiveness Studies,2004,12(5):155-157.
[26]吴瑶,肖静华,谢康,等.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[J].管理世界,2017(4):138-157.
[27]朱良杰,何佳讯,黄海洋.数字世界的价值共创:构念、主题与研究展望[J].经济管理,2017(1):195-208.
[28]HAMMERSLEY M.The Dilemma of Qualitative Method:Herbertblumer and the Chicago Tradition[M].London:Routledge,1989:18.
[29]WAKEFORD J.The Discovery of Grounded Theory:Strategies for Qualitative Research[J].American Journal of Sociology,1968,3(6):377-380.
[30]贾旭东,谭新辉.经典扎根理论及其精神对中国管理研究的现实价值[J].管理学报,2010(5):656-665.
[31]文军,蒋逸民.质性研究概论:Qualitative Research Method[M].北京:北京大学出版社,2010.
[32]白长虹,刘春华.基于扎根理论的海尔、华为公司国际化战略案例相似性对比研究[J].科研管理,2014(3):99-107.