品牌共创研究述评及未来展望
Brand Co-Creation Research Review and Future Prospects
DOI: 10.12677/MM.2021.114051, PDF,    国家自然科学基金支持
作者: 姜文静, 涂剑波：北方工业大学，北京
关键词: 品牌共创；互动；创造价值；Brand Co-Creation； Interaction； To Create Value
摘要: 品牌共创是指各利益相关者之间通过互动创造价值的过程，而不是企业创建、消费者被动接受的单向过程。本文采用文献资料法，从品牌共创的概念界定、维度、影响因素和作用结果四个方面对国内外的主要研究成果进行了系统的梳理和评析。未来研究应继续完善品牌共创的概念、从更多层面研究品牌共创的影响因素和结果变量，以推动品牌共创的研究与实际应用发展。
Abstract: Brand co-creation refers to the process of creating value through interaction among stakeholders, rather than a one-way process of enterprise creation and passive acceptance by consumers. This paper adopts the method of literature, and systematically sorts out and reviews the main research results at home and abroad from four aspects of the concept definition, dimension, influence factors and effect results of brand co-creation. Future research should continue to improve the concept of brand co-creation, and study the influencing factors and outcome variables of brand co-creation from more aspects, so as to promote the research and practical application development of brand co-creation.
文章引用：姜文静, 涂剑波. 品牌共创研究述评及未来展望[J]. 现代管理, 2021, 11(4): 400-406. https://doi.org/10.12677/MM.2021.114051

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