摘要
共创价值自本世纪初提出以来,已成为国际学术研究的热点和前沿问题。从现存研究文献看,共创价值的概念还比较模糊,研究内容庞杂,界定不清。本文在文献梳理的基础上,分析和比较了共创价值理论在经济学、哲学、社会学以及营销学中的演化过程。根据共创价值的理论演化、产生领域、价值类型、生产者和消费者的作用对比以及研究方法的差异,提出和归纳了共创价值的两种研究范式。并对消费领域共创价值的研究前沿进行述评,对未来的研究方向进行了展望。
The traditional theory holds that enterprises create value in production process, consumers consume value in consumption process. However, with the development of the consumption practice and the scholars＇ deep thinking and observing, it is discovered that the traditional theory of value creation is not fully conform to the actual situation. In real life, consumers will not only participate in the production activities of enterprises and cocreate value with enterprises, but can also create value in consumption process under the assistance and support of enter- prises. Because co-creation value is the hot spot of academic research, some researchers tend to classify the research that is close to this theme as co-creation research areas, which leads to the consequence that the co-creation research boundary is too broad, and it is easily confused with other theories （For example, customer participation theory）. If it is not defined correctly, we can not study the co-creation value deeply and even academia does not admit the independence of co-creation value research. At the same time, we can not judge which one is the frontier issue of co- creation value theory. First, based on the review of different disciplines literatures, this paper analyzes and compares the evolution process of co-creation value theory in economics, philosophy, social sciences and marketing, and then draws the fol- lowing conclusion ： although these disciplines propose the thought of co-creation value, there are two kinds of understanding about co-creation value. One still believes the idea that the value is created in production process, co-creation value is dominated by producers, the consumer is in a subordinate position. Another assumes that consumption is as important as production, there are no essential differences in creating value, even consumers are in a dominant position in some aspects of the value creating. Through the above analysis, we lay the foundation for the research paradigm of co-creation value. Second, according to the happening areas of co-creation value, the value type, the contrast about the role of producers and consumers in co-creation value and the research methods, co-creation value is divided into two research paradigm： co-creation value in production areas and co-creation value in consumption areas. Co-creation value in production areas is still the traditional value creation theory, which considers the value creation as enterprise production activities, consumption is only for the continue of production. This kind of co-creation value is just giving the production activities that originally accomplished by interior enterprise to the external people to accomplish ,which result the consumers into the production areas. Lots of researches have constructed by this paradigm. If co-creation value still continues on this paradigm, there will he no interesting. The co-creation value in consumption areas is the frontier field about value creation. Third, by combining the characteristic of co-creation value, the individual needs of consumers, the change of consumers＇ decision-making patterns and the changes of external market conditions, this paper analysis the reason of the co-creation value, and also analysis the effect of co-creation value on enterprises, employees and consumers. Finally, this paper indicates that the co-creation value in consumption areas is the frontier research field, and in the consumption areas of co-creation value research system, there are also relatively mature research and the frontier issues need to be solved in the future. Of which exploring the reason of co-creation value and its influence on value of the enterprises are relatively more from the marketing perspective, especially from the perspective of consumers＇ behavior. But the formation mechanism of co-creation value in consumption areas and its influence on enterprise management are still very scarce at present. Co-creation value, especially in consumption areas, is an interdisciplinary research field. We should pay more attention to its impacts on strategic management and human resource management. From the articles in some important international academic journals published recent years, co-creation value in consumption areas gradually attains the high attention by several important researchers. The contributions of this paper are as following ： First, we combine the evolution ideas of co-creation value with philosophy, economics, sociology, marketing and other disciplines, and propose two kind of research paradigm of cocreation value, define the related concepts to co-creation value, and point out that the co-creation value in consumer areas is focus in the future research from the generated field of co-creation value theory, value types, the contrast of consumer and consumer role and research method of co-creation value. Second, on the basis of the existing research results, we review, summarize the antecedents and consequences of co-creation value, which lay the foundation for future research. Third,based on the existing research literature and combined with their own understanding of researches in co-creation value, we points out that co-creation value is in the frontier research field and propose some future research directions. By combing and commenting on co-creation value theory, we can provide ideas for future research of co-creation value.
出处
《经济管理》
CSSCI
北大核心
2013年第1期186-199,共14页
Business and Management Journal ( BMJ )
基金
国家自然科学基金资助项目"消费者创造价值及其对品牌忠诚的作用研究--基于社会互动的视角"(71172145)
教育部人文社会科学研究青年基金项目"企业与消费者共同创造价值及其对员工组织承诺的作用研究"(12YJC630190)
关键词
共创价值
研究范式
形成机理
管理冲击
文献述评
co-creating value
research paradigms
mechanism
management impaction
literatures review
