Research On The Mechanism Of Customer Participation In Value Co-creation Of Communication Enterprises Based On Service Dominant Logic

In the era of digital economy,the development of digital technology has brought many changes to business management and value creation.On the one hand,customer needs have changed.Customer needs have become more and more individualized and diversified.Customer needs have changed from standardization to customization.At the same time,customers’ purchase behavior of products and services has gradually shifted from offline to online.On the other hand,corporate growth is weak.The traditional value creation model in which companies create value alone and transfer value to customers through market exchanges can no longer meet the requirements of new market development.And how to unite customers and multi-parties in the value chain to create value together is the focus of enterprises.Value creation has developed from the single creation of the enterprise in the past to the interactive creation of multiple participants through the network platform.In order to deeply analyze the influencing factors of value co-creation and the relationship and function between them,to better understand the internal mechanism of value co-creation by enterprises,and to provide theoretical guidance for Chinese service companies to develop value co-creation.On the basis of literature research,the thesis studies the influencing factors and internal connections of value co-creation from both theoretical derivation and case practice in combination with the actual operation of the enterprise.It is concluded that customers participate in the value co-creation of the enterprise under the service-led logic.Relevant conclusions of the mechanism.First,from a theoretical point of view,focus on the key factors that affect value co-creation,taking service-dominant logic,customer participation,network embedding and platform capabilities as independent variables,value co-creation as the dependent variable,and platform capabilities as the intermediary variable,constructing value co-creation the theoretical model puts forward 10 research hypotheses that influence value co-creation.At the same time,it analyzes and discusses the service-dominant logic,customer participation,network embedding and platform capabilities,their relationship and the mechanism of value co-creation,and puts forward the value co-creation mechanism as: in the enterprise value co-creation,following the logic of "idea-action-result",the serviceleading logic is the idea,customer participation and network embedding and action,in which customer participation is the micro-foundation,network embedding is the key action,platform capability is the core,and they are closely connected,Promote each other,and ultimately promote the co-creation and realization of customer value,corporate value and partner value.Secondly,using SPSS software and structural equation model,the theoretical model and research hypothesis were tested and analyzed through questionnaire surveys.The test results showed that service-dominant logic,customer participation and network embedding do not directly affect value co-creation,but they all affect the platform.Competence has a significant impact,and all have an impact on value co-creation through the mediation of platform capabilities.Third,apply the theoretical model to enterprise practice with a single case research method,and further empirical the theoretical model through the specific practice of the enterprise.The case company built a customer participation platform under the guidance of the service-oriented logic concept.By establishing a customer participation incentive mechanism,providing customer participation environment and operational support,encouraging customers to participate in the company’s product promotion and sales,and ultimately achieving customer value and partners In the cocreation of value and corporate value,customers,partners and companies have achieved a win-win situation and achieved good results.Fourth,on the basis of questionnaire surveys and empirical case studies of enterprises,the path and methods for enterprises to enhance value co-creation are further explored.It is pointed out that enterprises should build a winwin value co-creation business model through service innovation and service design.Establish mechanisms and procedures to encourage customer participation,provide participants with an environment and conditions for value co-creation,enhance platform capabilities for value co-creation,and establish a value co-creation evaluation system and other paths and methods to further enhance value co-creation.The main contributions of this thesis are as follows: One is to achieve a breakthrough in multidisciplinary research methods from a research perspective.This paper applies philosophy,management,economics,marketing,human resource management and ecommerce management and other multi-disciplinary concepts and methods,and conducts research on the mechanism of corporate value co-creation with a multi-disciplinary approach.Promote the transformation of value creation from "enterprise individual creation" and "enterprise-customer dual creation" to "enterprise,customers and partners and other diversified entities" participating in creation,to a certain extent through the intersection of multidisciplinary research perspectives and methods.In the past,the research results of value co-creation lacked the thinking of diversified subjects,which enriched the research perspective of value co-creation.The second is to achieve breakthroughs and innovations in value co-creation theory theoretically.On the one hand,according to the logic of "idea-actionresult",the thesis constructs a theoretical model of corporate value co-creation.The theoretical model incorporates service-dominant logic,customer participation,network embedding and platform capabilities into the impact of corporate value co-creation.In the factor framework,the mechanism and effect of their influence on value co-creation are studied and analyzed,which expands the influencing factors of value co-creation from a single factor to multiple factors,and enriches the research dimension of value co-creation.On the other hand,innovation puts forward the mediating role of platform capabilities in value co-creation.Platform capabilities have been a blank in the past research on value cocreation.The research in this thesis fills this gap.This paper verifies the intermediary role of platform capabilities in value co-creation through questionnaire surveys and empirical results of enterprise cases.Create an important breakthrough in the field of research.Third,in practice,it provides specific operational guidance for enterprises to develop value co-creation.Based on the questionnaire survey,the thesis applies the value co-creation theory model to the practice of the company,and further verifies the theoretical hypothesis through the specific practice of the company.The results of the company’s practice show that under the current complex external environment,the company must win competition and achieve growth.It is necessary to change the concept,from competition to cooperation and coordination,from the creation of value by the enterprise alone to the joint creation of customers and multistakeholders.Enterprises need to take active actions from the aspects of customer participation culture guidance,customer participation mechanism establishment,platform capacity building,partner operation support,etc.,break the original organizational boundaries,encourage cooperation between value co-creation subjects,and build a unity of value co-creation.The platform realizes mutual information sharing and resource integration on the platform,and enhances and improves platform capabilities in terms of value proposition,organizational capabilities,and technological innovation,and ultimately realizes the co-creation and enhancement of customer,partner and corporate value.