Research On The Mechanism Of Co-creation Value Based On Customer-dominant Logic

The traditional view is that value creation means the exchange value.In this process,the enterprise is to create value,while customers are only the receivers and users of value.With the rapid development of Internet,cloud computing,network economy,Internet of things and information technology,this consumption mode has undergone a huge reversal.These changes make the customers from a value user and receiver turn into a partner.It showed that customers gradually become the center of the industry market,more and more a voice.In the Internet environment,the focus of enterprise marketing has also changed from the product core to the customer core,thus,the customer-dominant logic came into being.Under the customer-dominant logic,customers believe that value creation comes from customers' daily life practices,and they no longer pay attention to enterprises.Under the Internet thinking,what customers pursue is not only the value of traditional exchange,but also the value of customer experience while considering the use value.Customers have gradually become the tipping point of value co-creation.Therefore,the traditional mode of enterprises' leading value co-creation has been impacted,and how enterprises use the customer-dominant logic to participate in the new mode of value co-creation is the focus of attention.By sorting out relevant literatures such as Internet thinking,customer-led logic and value co-creation,this paper finds that current scholars have disputes on the roles of enterprises and customers in value co-creation.In addition,domestic research on value co-creation under customer-led logic still stays at the theoretical level and lacks empirical tests.Therefore,this paper first explores the influence of Internet thinking on value co-creation,analyzes the roles played by enterprises and customers in value co-creation,summarizes the characteristics of value co-creation based on customer-led logic under Internet thinking,andexplores its formation mechanism.Secondly,according to the formation mechanism,this paper constructs a theoretical model based on customer-dominant logical value co-creation,explores the relationship between customer capability,customer-dominant behavior,corporate cooperative behavior and co-creation value,and designs a measurement scale for the above four elements.Thirdly,through the questionnaire survey,carry on the empirical analysis to the clothing industry.The research hypothesis and theoretical model set above are verified by SPSS and AMOS statistical analysis software.The research shows that customer ability positively influences customer dominant behavior.Corporate cooperative behavior is beneficial to the implementation of customer-dominant behavior.Both customer-led behavior and corporate collaboration behavior can promote the creation of co-creating value,and the former has a greater promoting effect than the latter,that is,to verify that enterprises are cooperators of co-creating value and customers are the dominant players of co-creating value.Finally,the paper puts forward the corresponding promotion strategies for corporate cooperative behavior and customer-dominant behavior.