| With the rapid development of the Internet, the ability of customers to obtain information, customer rights and status has gradually increased. This background led to the rapid development of "customer-focused product innovation community". On the one hand from the user perspective, the customer has not only meet the unilateral acceptance of the products provided by enterprises and hope that more of their own products for the unique needs and involed in the design and improvement process. On the other hand, from the perspective of enterprises, in order to accurately grasp the needs of customers and improve customer loyalty to the product, companies have been hoping customers can effectively participate in product design and the process of continuous improvement. Due to the development of the Internet, it is possible to satisfy the requirments of customers and enterprises simultaneously. The way customers participate by the entity have turned into the way customers participate online, customer innovation community has gradually become the main platform for customers to participate in product innovation online, which is is defined as a product innovation community with customers as the participant. This kind of participation has been supported by the majority of customer and has aroused great concern of the academic and business enterprises.As a product innovation and continuous improvement platform, a large number of members, intensive interaction and fruitful innovations are the signs of development of customer innovation community. If members are able to actively participate in product creative production, discussion, enhance the quality of innovation, then they will bring greater benefits to the enterprise, so the community's most important goal is to promote the positive participation of customers in the community. Although the customer innovation community is an efficient and convenient product innovation platform, but not as long as the establishment of it, customers will take the initiative to participate in,many communities are also facing the lack of participation in the community, the atmosphere is not concentrated in the community and other issues, and lead to the decline and closure community. Therefore, it is necessary to research the operational mechanism of the community to enhance the operational efficiency of the community.Due to the characteristics of the borderlessness of the network, customers based on community participation in product innovation are not limited by time and geography.Therefore, the number of customers involved is large and diverse, with high heterogeneity. The existing research on customer participation in product innovation is based on the way of customers' entity participation. It mainly using empirical way to study the impact of various factors of customer participation in product innovation. The commonly used method is to collect data from customers by way of questionnaires. This method of collecting data is limited in the amount of data and the subjectivity is difficult to reflect the customer's situation.Based on the above background, there are two main improvements in this paper. On the research method, based on the previous studies, this paper studies the members' role,network structure and network evolution of customer innovation community from the perspective of macro to micro, static to dynamic by using social network theory. From the perspective of data, it takes "Xiaomi community" as the example and crawl a big number of customer data from the community and form a maximum of 1069×1069 relationship matrix, as far as possible to ensure that the data is large enough. It also uses statistical analysis methods and tools. Specifically, the main research in this paper includes:1. This chapter constructs the research framework of customer innovation community based on social network theory. Firstly, it expounds the connotation of the customer innovation community that the customer innovation community is the product innovation network community which is the innovation subject of the customer. Then it analyzes the process, characteristics and the measure of the customer's innovation performance in the community. This paper studies the customer innovation community from the perspective of social network analysis, takes the actor, the relationship and the network as the research object, and determines the main research contents of the three elements, and analyzes the customer relationship, the network structure and the network evolution respectively. Finally, the three-factor influence model and the research concept model of this paper are constructed.2. Study the members of the customer innovation community, including the roles of customers and enterprise employee, who also participate in commnunity. Based on the environmental characteristics of the customer innovation community, the classification basis of the customer is reintroduced and the customer type and characteristics are analyzed. Firstly, it analyzes the behavior characteristics of the general users in the online community and the behavioral characteristics of the customers' participation in the product innovation, summarizes the measurement dimensions of the customer type classification and selects the measurement indicators according to the measurement dimension. For the analysis of the customer type, mainly to measure the customer's participation intensity, so the the relevant indicators of intensity of are selected for clustering analysis. The results of clustering analysis divided customer into three categories: enthusiasts type of customer?active type of customer and demand type of customer. Finally, the enterprise employee participant in the node is extracted and analyzed. The relationship between employees and the customers is analyzed.3. According to the interaction, social relations and knowledge sharing raised druring the product innovation in the customer innovation community, the social network is divided into interactive network, social network and knowledge sharing network. Then study the relationship between the three basic attributes of the network, the network structure and the social networks formed by the three relationships. The study has three main findings. (1) Interactive networks, social networks and knowledge-sharing networks are all low-density networks, in which the interactive network has the feature of small world network and scale-free. (2) In the interactive network, the nodes can be divided into six types based on the outdegree, the indegree, and the number of innovative topics. Then establish the relationship between customer type and node type.(3) Through the QAP analysis method, the relationship between the three networks is analyzed. According to the analysis, social networks and interactive networks and knowledge sharing network have no positive relationship, but the interactive network and the knowledge sharing network have positive relationship.4. Study the evolution of interactive networks in customer innovation community and its impact on product innovation performance. First, the development stage of the interactive network is divided into initial period, rapid development period, stability period and decline period. And analyzes the network structure, node type distribution and customer type distribution of the four stages, to sum up the development characteristics of different stages. Then analyze the characteristics of social network attributes in the whole process of network evolution. Finally, it analyzes the influence of interactive network evolution on product innovation performance.5. Simulation customer participate in product innovation process in customer innovation community through the system dynamics. The simulation results are in line with the expected results. According to the previous research results and simulation results, the corresponding management recommendations are put forward. |
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