基于企业与顾客共同创造竞争优势的企业参与概念研究.pdfVIP

第 10 卷第 5 期 管理学报 Vo l. 10 No.5 2013 年 5 月 Chinese Journal of Management May 2013 DOI 编码: 10. 3969/j. issn. 1672-884x. 2013. 05. 014 基于企业与顾客共同创造竞争优势的企业参与概念研究 .:J L 鹏举周水银 (华中科技大学管理学院) 摘要:在对价值来源进行追溯的基础上，通过对产品主导逻辑和服务主导逻辑的回顾，指 出在当今市场条件下，价值研究已经从交换价值转向使用价值。随后，分析了价值创造过程， 详解了企业在价值创造过程中旁观者、协助者、参与者 3 个角色。其中，企业的参与者角色通 过将自身融入到顾客的价值创造过程中，藉此共创价值，从而获取竞争优势。最后提出了企业 参与的概念，将其与顾客参与对比分析，并对企业参与在现实中的应用提出了几点建议。 关键词:产品主导逻辑:服务主导逻辑;价值创造;顾客参与;企业参与 中固法分类号: C93 文献标志码:A 文章编号: 1672-884X(2013)05-0722-08 The Concept of Enterprise Participation Based on Linking Enterprise and Customer to Co-create Competitive Advantage KONG Pengju ZHOU Suiyin (Huazhong University of Science and Technology , Wuhan , China) Abstract: Based on a retrospect of the source of value and a close literature review of good-domi- nate logic and service-dominate logic , this paper points out that the discussion of value has shifted from value-in-exchange to value-in-use. Subsequently , the value creation process is analyzed and the three roles of enterprise-observer , facilitator and participant are explained. Among the three roles , the participant makes the enterprise joint the customers value creation process and co-create value in order to gain competitive advantage. Finally , the concept of enterprise participation is proposed and comparatively analyzed with customer participation. The suggestions for practice are discussed. Key words: goods-dominant logic; service-dominant logic; value creation; customer participation; enterpnse partlclpatlon 度重视和对企业外部顾客的相对轻视，当供需 随着市场环境变化的加快，技术更新改造 时间的缩短