互联网时代消费者转型与价值共创模式研究

Study on Consumers Transition and Value Co-Creation Models in the Time of Internet

摘要: 价值共同创造包括两个部分，首先是“价值创造”，将价值通过生产过程附加于产品和服务之上，并以价格的形式实现交换关系。第二个构成是“共同生产”，价值网络中的消费者和企业或其它消费者合作，对产品和服务进行共同设计或共同生产。作者通过文献研究发现，价值共创包括生产领域的价值共创(如供应链和价值链理论所解释的企业间价值共创行为)和消费领域的价值共创(消费者参与的价值共创行为)。消费领域的价值共创是今天值得重点探讨的“价值共创”主题，因为当消费者消费产品或服务时，顾客价值才会出现。互联网经济背景下，传统的企业–消费者关系发生了变化，消费者从交换关系中的被动接受者变成了主动参与者和价值共创者。通过文献研究和案例观察，该文提出个体的需要动机研究是阐明消费者行为目标和参与程度的价值共创机制中的关键驱动因素。目前来看，消费领域的价值共创包括三种模式，消费者不参与、消费者参与设计生产价值共创模式、消费者间价值共创模式。消费者不参与的价值创造情况和线下模式一样。消费者参与设计生产对传统产业进行了改造升级，具有一定的竞争优势。而消费者间的价值共创产生了创新的商业模式和全新服务业，是未来互联网背景下更值得探讨的价值共创模式。随着消费者参与企业行为的程度不同，企业和消费者从之前各自边界清晰的交换关系转换为各自边界模糊的交往关系。

Abstract: Working together to create value consists of two parts, the first part is the “value creation”, which adds value through the production process over product and service, and realizes the exchange relations through the form of price. The second part means “co-production”: the consumers in the network of value cooperate with the businesses or the other consumers to design or produce the products and services. Through the literature study, the writer found that value co-creation in-cluding the production sector (such as value co-creation demonstrated by the supply chain and the value chain theory) and the consumer sector (consumer participation in value co-creation). Value co-creation in the consumer sector is worth to focus on today, since when consumers spending the product or service, the customer value can appear. Under the background of the Internet economy, the traditional business-consumer relations have changed, and consumers become active partici-pants and value co-creators from passive recipients of the exchange relationships. Through lit-erature research and case observation, this paper presents that the needs of individual motivation are the key driver to clarify the co-creating value mechanism about the targets of consumer be-havior and degrees of participation. For now, there are three types in the consumer sector of the value co-creation: consumers without participation, consumer participation in the design and production of the offerings, and value co-creation among consumers. The condition of consumers without participation is as same as what is off the line. Consumer participation in the design and production process can upgrade the traditional industries, and have a competitive advantage. Value co-creation among consumers can lead to innovative business models and new services, which mostly deserves the future discussion under the context of Internet. With the varying participating degrees of consumer behavior, businesses and consumers convert their relations from exchange relationships with respectively clear boundaries to intercourse relationships with respectively fuzzy boundaries.