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价值共创理论认为,价值是以消费者为主导,与生产者通过互动共同创造的。随着信息技术的广泛应用,在生产者与消费者共创价值的模式下,虚拟品牌社区成为一个典型的连接企业与消费者的价值共创平台。根据相关理论,对小米社区的价值共创模式进行分析,提出在价值共创视角下建设虚拟品牌社区的建议和对策,以期能够更好地利用这个平台进行价值创造。
Value co-creation theory holds that value is consumer-led and co-created with producers through interaction. With the extensive application of information technology, virtual brand community has become a typical value creation platform connecting enterprises and consumers under the mode of creating value together with producers and consumers. According to relevant theories, this paper analyzes the mode of value creation of millet community and puts forward suggestions and countermeasures to build virtual brand community from the perspective of value creation, in order to make better use of this platform for value creation.