价值共创视角下体育用品电商DTC模式的创新路径研究

Research on the Innovation Path of DTC Model in Sports Goods E-Commerce from the Perspective of Value Co-Creation

摘要: 本文旨在超越将DTC模式视为单纯渠道变革的流行观点，从价值共创理论的核心主旨出发，对其进行深度的理论阐释与路径构建。研究认为，体育用品电商的DTC转型，本质是一场以企业为主导，旨在与消费者共同创造价值的系统性创新。本文通过理论推演，构建了一个以数据交互、社区交互、服务交互为核心的三维交互框架，系统阐述了DTC模式如何通过这三重路径，在产品价值、品牌价值与体验价值三个层面上实现深度共创。文章以Nike、lululemon等领先品牌的实践为理论注脚，最终论证DTC模式的根本创新性在于其重构了品牌与消费者的关系，将传统的交易场转化为可持续的价值共创生态。

Abstract: Moving beyond the prevailing view that regards the DTC model merely as a channel shift, this paper provides a theoretical deepening and path reconstruction from the perspective of value co-creation theory. It argues that the DTC transformation of sports e-commerce is essentially a systematic innovation led by enterprises and aimed at co-creating value with consumers. Through theoretical reasoning, this study constructs a three-dimensional interaction framework centered on data interaction, community interaction, and service interaction, systematically illustrating how the DTC model achieves deep co-creation at three levels: product value, brand value, and experience value. By incorporating practical cases from leading brands such as Nike and lululemon, the research further demonstrates that the fundamental innovativeness of the DTC model lies in reconstructing the relationship between brands and consumers, transforming traditional transactional spaces into sustainable value co-creation ecosystems.