| In the Internet era,online communities have broken through the restrictions of region and time and space,formed a structured social network,and become an important platform for community members to search for product information and service quality,and actively interact with each other.It is also an important source of value creation.When consumers are in trouble,they join the community to seek social support.Community members usually have a wealth of product knowledge and actively participate in product-related topics,aiming at solving problems and forming new product concepts.Community members’ behavior is a valuable source of innovation.The success of online communities depends on the willingness of participants to invest time and energy without formal roles and control structures.In the era of web 3.0,the development of online community has broken the blurred boundary between virtual and reality,expanded the relationship between nodes,enabled information to be quickly disseminated and shared.At this time,information is cross-terminal,cross-platform,and aggregation of fragmented,diversified and personalized information and multi-relationship.Online community is an important platform for enterprises to improve their differentiation and competitive position.The development of enterprises is facing unprecedented complex changes.Scientific and technological innovation and digital revolution are driving the cross-border integration and ecological reconstruction of industries.How to build competitive advantages in a new business environment,how to break the old and create a new,efficient and agile organizational model and its management structure,and how to grasp the strategic initiative,how to realize the transformation and progress of traditional businesses and emerging industries between the old and the new? In the process of evolution,it has become the focus of enterprises to construct "contact points" of users,realize "self-hematopoietic model" of communities,and capture differentiated consumer needs.With the continuous extension and breaking of organizational boundaries,user needs are increasingly diversified.It has become the consensus of enterprises to build the connection and interaction between enterprises and consumers by stimulating the citizenship behavior of online community members and increasing the "same-side network effect".In today’s competitive environment,the competition among enterprises is no longerthe competition of a single product,channel,marketing and supply chain,but the competition among the value chains formed by these value activities,and the systematic competition between the ecological circle and the ecological circle formed by the value chain.How to create and maintain the core competitive advantage of enterprises is an important consideration for every enterprise.Value chain is a new form of organization.The ultimate goal of online community value chain is to achieve win-win and maximize the value of the community.As a new form of organization with huge commercial potential,online community in the Internet era can help enterprises expand their market share and market share.With the diversification of consumption choices and the enhancement of consumption capacity,this has laid a solid foundation for the commercialization of the community.How to break the pain of growth,link the deep needs of customers and promote the transformation of network capabilities to business capabilities,break the time and space constraints,integrate online and offline,screen the most noteworthy high-quality content for users,and effectively expand the network boundaries.To shorten the "decision-making chain" and increase the "development chain",and realize the paradigm shift from "process state" to "system state".The organizational structure of online community should be upgraded and optimized in time according to the needs of business development,so as to realize the matching of organizational structure and business development.Based on the longitudinal case study of nicomama,this paper tries to explore the internal mechanism of online community iterative upgrading by analyzing the development path and evolution mode of online community functional domain and structural domain.It is found that the iterative upgrading of online communities can be divided into three stages: the first stage is resource iteration and capability acquisition.The dominant value chain in this stage is the content value chain,which forms the value link path around "content production-content transformation-content upgrading" with the community as the carrier.At this time,it is a low-level and orderly self-organization 1.0 formed by relationship embedding.The second stage is the value iteration and capability acquisition stage.At this stage,the dominant value chain is data value chain and product value chain.Product value chain forms the value link path of "product operation-product sale-product service",and data value chain forms the value link path of "data production-data integration-data service".Thisvalue chain model of "data + product" connects products with specific customers accurately and improves the efficiency of both supply and demand ends.At this time,it is a normative,orderly and stable form of other organization formed by system embedding and structure embedding.The third stage is the stage of ecological iteration and capability acquisition.The dominant value chain in this stage is the field value chain and the ecological value chain.The field value chain forms the value link path of "trust field-market field-cultural field".The ecological value chain forms the value link path of "knowledge ecology-community ecology-service ecology".At this time,the advanced and orderly self-organization 2.0 is formed through cultural embedding.Finally,it summarizes the evolution mechanism of online community iterative upgrading and the "two-wheel drive" model,which provides theoretical support and practical guidance for the development of online community. |
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