企業與顧客共同創造之策略探討-以愛料理食譜社群網為例

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题名:	企業與顧客共同創造之策略探討-以愛料理食譜社群網為例
作者:	梁昌琮;Liang, Chang-Tsung
贡献者:	產業經濟研究所
关键词:	共同創造;雙邊市場;網路平台;食譜社群網;Co-creation;Two-sided Market;Platform;On-line Recipe
日期:	2016-10-11
上传时间:	2017-01-23 17:06:55 (UTC+8)
出版者:	國立中央大學
摘要:	隨著網際網路快速的發展，消費者越來越容易透過網路來分享使用產品或服務的心得，甚至建立各種線上社群，集結擁有相關興趣的網友們共同試驗與開發產品，或者對現有的產品與服務提出可能的改進方向。網路帶來的影響，使顧客不再處於價值鏈的終端，或是價值的接受者，相反地，開始具備創造價值的能力，並且希望與產品或服務的供應商進行持續且明確的互動。與顧客共同創造價值的觀念隨即被提出，Prahalad & Ramaswamy(2004b)認為企業應以DART模型為與顧客互動的準則。DART模型是由對話(Dialogue)、獲取(Access)、風險利益評估(Risk-benefits)與透明性(Transparency)所組成。而當企業選擇使用DART模型為營運模式，則可以促進共同創造的四大力量，使企業增加策略資本，也使參與者在過程中體驗新價值，同時為雙方降低風險與成本。本研究以經濟部公佈第十四屆金網獎的獲獎名單中，獲得營運模式創新類獎項的愛料理食譜社群網為研究個案，探討台灣的共同創造企業如何透過建立參與平台，與顧客做持續性的互動。在分析的過程中，我們將焦點集中於兩項待檢驗項目，其一為成為共同創造企業，是否能增加使用者黏性；其二為和同產業的傳統企業相比，共同創造模式是否具有較佳的生產力與創新能力。;With the Advanced technology and internet, it has become more convenient for consumers to feedback online on certain products and services. Consumers are able to create various online communities, gathering internet users with similar interests to test and develop products, even proposing potential areas for improvements according to existing products and services. Under the impact of internet, consumers are no longer at the end of the value chain or the passive receiver of value. In the opposite, consumers have obtained the ability to create value, and they desire to consistently interact with the product or service suppliers. The concept of co-creating value with customers was proposed subsequently. Professor Prahalad & Ramaswamy(2004b) realized that the DART model should be the principle of interactions with customers. It is composed of dialog, access, risk-benefits, and transparency, which are emerging as the basis for interaction between the customer and the firm. When the concept is accepted, it generates not only new strategic capital for firms and new participation experience for customers, but also lower risk and cost for both parties. The innovation and marketing processes of one Taiwanese company, iCook, provide a glimpse of good example of value creation by continuously interacting with its customers through engagement platform. This thesis will focus on two topics in iCook. The first topic is about the relationship between customer stickiness and the concept of co-creation, the other topic is the comparison of value creation process between the traditional system and the co-creation system.
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