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众包为近年来出现的以消费者参与价值共创为主要特征的一种新型的商业模式。本文主要围绕两个问题展开:首先,探讨众包模式产生的原因,其次,分析众包模式的特征,最后,研究顾客参与价值共创的机理:通过对顾客参与价值共创的理论探讨;提出顾客参与价值共创模型的路径构建,为企业管理者做营销决策作参考。同时,也希望企业加强与顾客的合作,吸引和鼓励更多的消费者加入,充分发挥消费者的自主性和创造性,为企业创造更多价值。
Crowdsourcing is a new type of business model that has emerged in recent years as the main feature of consumer participation in value creation. This article focuses on two issues: First, to explore the reasons for the crowdsourcing model, followed by analysis of the characteristics of crowdsourcing model, and finally, to study the mechanism of customer participation in value creation: through the theoretical discussion of customer participation in value creation; Customer participation in building a value model to build the path for business managers make marketing decisions for reference. At the same time, also hope that enterprises to strengthen cooperation with customers, to attract and encourage more consumers to join, give full play to consumer autonomy and creativity, to create more value for the enterprise.