首页|帮倒忙还是帮大忙?——客户参与价值互动创造的演化博弈分析

帮倒忙还是帮大忙?——客户参与价值互动创造的演化博弈分析

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客户作为价值共创的核心主体,企业借力其参与互动来实现资源的共享共融和价值互利增生,但现实中,客户参与互动未必都能达到理想的价值共创增值状态.基于服务主导逻辑和价值创破理论,以小米公司为背景,通过构建客户参与小米公司价值互动创造的演化博弈模型并借助Matlab7.0 软件对客企双方的互动决策演化过程和影响因素进行仿真验证.研究表明,客户参与价值互动创造将产生"价值共创,帮大忙"和"价值共破,帮倒忙"两种演化情境.其中,双方的投入成本、共创收益以及企业决定的收益分配系数是影响价值创破的关键,并以此提出相应建议,助力企业携手客户实现价值互动共创.
Destroy or Promote?——An Evolutionary Game Analysis of Customer Participation in Value Interaction Creation
As the core subject of value co-creation,customers are involved in the interaction to achieve the sharing of resources and mutual benefit of value multiplication.Based on the service dominant logic and value creation theory,the evolutionary game model of customer participation in value interaction creation of Xiaomi Company was constructed with the help of Matlab 7.0 software,and the evolutionary process and influencing factors of customer-enterprise interaction decisions were simulated and verified.The study shows that customer participation in value interaction creation will generate two evolutionary scenarios:"value co-creation to promote a lot"and"value co-breaking to destroy a lot".Among them,the input cost of both parties,the co-creation benefit and the benefit distribution coefficient decided by the enterprise are the keys to influencing the value creation and breakage,and the corresponding suggestions are made to help the enterprise realize value interaction and co-creation with customers.

customer participation and interactionevolutionary gamevalue co-creationvalue co-breakinginfluencing factors

陈静怡、吕庆华

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福建商学院 工商管理学院,福建 福州 350001

莆田学院 商学院,福建 莆田 351100

客户参与互动 演化博弈 价值共创 价值共破 影响因素

2024

河北工业大学学报(社会科学版)
河北工业大学

河北工业大学学报(社会科学版)

CHSSCD
影响因子:0.603
ISSN:1674-7356
年,卷(期):2024.16(3)