武文珍,陈启杰

• 1:上海财经大学国际工商管理学院

摘要(Abstract)：

在文献梳理的基础上,本文首先介绍了生产者单独、生产者与消费者共同以及消费者单独三种不同的价值创造方式;然后对近几年刚刚形成的价值共创理论的演进脉络进行了梳理,着重介绍了Prahalad和Ramaswamy从企业竞争和战略管理视角提出的基于消费者体验的价值共创理论以及Var-go和Lusch提出的基于服务主导逻辑的价值共创理论,并且对这两种价值共创理论进行了比较分析;再后提出并阐述了生产者逻辑和消费者逻辑这两种不同的价值共创逻辑,构建了基于生产者逻辑和消费者逻辑的价值共创过程模型;最后在分析现有研究不足的基础上对未来相关研究进行了展望。

关键词(KeyWords)： 价值共创;产品主导逻辑;服务主导逻辑;生产者逻辑;消费者逻辑

Abstract:

Keywords:

基金项目(Foundation): 教育部人文社会科学研究基金资助项目《人际互动视角下面子对消费驱动机制研究》(编号:09YJC630067);; 江苏省高校哲学社会科学研究基金指导项目《共创价值视角下顾客参与对顾客满意的影响机制研究》(编号:2011SJD630044)

作者(Author): 武文珍,陈启杰

DOI: 10.16538/j.cnki.fem.2012.06.006

参考文献(References)：

• [1]Auh S,et al.Co-production and customer loyalty in financial services[J].Journal of Retailing,2007,83(3):359-370.
• [2]Becker G S.A theory of the allocation of time[J].Economic Journal,1965,75(2):493-517.
• [3]Chan K W,et al.Is customer participation in value creation a double-edged sword?Evidence from professional financial services across cultures[J].Journal of Marketing,2010,74(3):48-64.
• [4]Cova B and Salle R.Co-creating value with customer network actors[J].Industrial Marketing Management,2008,37(3):270-277.
• [5]Doorn V J,et al.Customer engagement behavior:Theoretical foundations and research directions[J].Journal of Service Re-search,2010,13(3):253-266.
• [6]Etgar M A.Descriptive model of the consumer co-production process[J].Journal of the Academy of Marketing Science,2008,36(1):97-108.
• [7]Fang E.Customer participation and the trade-off between new product innovativeness and speed to market[J].Journal of Marketing,2008,72(Jul.):90-104.
• [8]Fuchs V.The service economy[M].New York:Columbia Uni-versity Press,1968.
• [9]Grnroos C.Service management and marketing:A customer relationship management approach[M].Chichester:John Wi-ley&Sons,2000.
• [10]Grnroos C.Service logic revisited:Who creates value?And who co-creates?[J].European Business Review,2008,20(4):298-314.
• [11]Grnroos C.Towards service logical:The unique contribution of value co-creation[R].Hanken School of Economics Work-ing Paper,2009.
• [12]Heinonen K,et al.A customer-dominant logic of service[J].Journal of Service Management,2010,21(4):531-548.
• [13]Hoyer W D,et al.Consumer cocreation in new product deve-lopment[J].Journal of Service Research,2010,13(3):283-296.
• [14]Jaworski B and Kohli A K.Co-creating the voice of the cus-tomer[A].Lusch R F and Vargo S L(Eds.).The service do-mi-nant logic of marketing:Dialog,debate and directions[C].Armonk,NY:M E Sharpe,2006.
• [15]Kalaignanam K and Varadarajan R.Customers as coproducers:Implications for marketing strategy effectiveness and marketing operations efficiency[A].Lusch R F and Vargo S L(Eds.).The service dominant logic of marketing:Dialog,debate and directions[C].Armonk,NY:M E Sharpe,2006.
• [16]Kelley S,et al.Organizational socialization of service customers[J].Journal of Business Research,1992,25(3):197-214.
• [17]Meuter M L,et al.Choosing among alternative service deli-very modes:An investigation of customer trial of self-service technologies[J].Journal of Marketing,2005,69(4):61-83.
• [18]Nambisan S and Baron R A.Virtual customer environments:Testing a model of voluntary participation in value co-crea-tion activities[J].Journal of Product Innovation Manage-ment,2009,26(4):388-406.
• [19]O’Hern M S and Rindfleisch A.Customer co-creation:A ty-pology and research agenda[J].Review of Marketing Re-search,2009,6(1):84-106.
• [20]Payne A F,et al.Managing the co-creation of value[J].Jour-nal of the Academy Marketing Science,2008,36(1):83-96.
• [21]Prahalad C K and Ramaswamy V.Co-creation experiences:The next practice in value creation[J].Journal of Interactive Marketing,2004,3(1):5-14
• [22]Prahalad C K and Ramaswamy V.Co-opting customer com-petence[J].Harvard Business Review,2000,78(1):79-87.
• [23]Ramirez R.Value co-production:Intellectual origins and im-plications for practice and research[J].Strategic Management Journal,1999,20(1):49-65.
• [24]Schau H J,et al.How brand community practices create value[J].Journal of Marketing,2009,73(5):30-51.
• [25]Sheth J N,et al.The antecedents and consequences of cus-tomer-centric marketing[J].Journal of the Academy of Mar-keting Science,2000,28(1):55-66.
• [26]Vargo S L and Lusch R F.Evolving to a new dominant logic for Marketing[J].Journal of Marketing,2004,68(1):1-17.
• [27]Vargo S L and Lusch R F.Service-dominant logic:Continuing the evolution[J].Journal of the Academy of Marketing Science,2008,36(1):1-10.
• [28]Vargo S L,et al.On value and value co-creation:A service systems and service logic perspective[J].European Manage-ment Journal,2008,26(3):145-152.