消费者创新揭示了新经济时代以互联网技术为基础的生产者和消费者、使用者合作关系发展的新趋势,关注到变消费者由单纯的产品使用者为创造者这样一种互动式、参与式营销新模式的出现。本文在检索西方消费者创新理论研究的相关文献的基础上,阐述了消费者创新的重要理论价值,并指出消费者创新对企业管理提出的挑战。 Consumer innovation reveals the new trend of Internet technology-based producer and consumer and user cooperation in the new economic era, focusing on the interactive and participatory process of changing consumers from simple product user to creator The emergence of a new model of marketing. Based on the retrieval of relevant literature on western consumer innovation theory, this paper expounds the important theoretical value of consumer innovation and points out the challenges that consumer innovation poses to business management.