工商管理学院知识库

近年来，强调以人为“主体”的营销4.0时代的到来，核心驱动更加侧重于价值观和数据驱动，消费者担任的角色再次发生转移，企业须将部分营销注意力向与消费者积极互动转移，此外，相较于市场上风格一致的商品，消费者会逐渐失去购买热情，降低购买欲望。因此，基于产品的企业与顾客的互动，加强对顾客真实需求的了解，实现价值共创，仍然是企业发展的关键。

梳理相关研究发现，顾客对于某品牌的情感、依赖等与品牌相关的个人层面的因素，可能会影响顾客产生价值共创行为，但是同时又会由于各种原因导致其行为的中断，这是导致企业能够生产出与顾客需求相匹配的产品遇到困难的原因之一。为探究顾客与价值共创行为之间的问题及导致顾客共创行为中断的原因，本文通过访谈周围的人，发现权力感知会影响顾客价值共创行为的产生，同时结合相关文献梳理，提出权力感知可能会是导致顾客价值共创行为中断的主要原因之一。基于当前国内外文献的归纳和整理，首先对品牌依恋、权力感知及顾客价值共创行为概念进行高度概括，其次从品牌依恋入手，构建其与权力感知及顾客价值共创行为关系的理论模型，本文以智能手机用户为调查对象，将调查问卷收集到的样本数据，使用统计学方法，验证了本文的研究假设。

实证结果表明，品牌依恋正向影响发起的价值共创，品牌依恋与自发的价值共创之间存在正向影响，权力感知在品牌依恋与顾客价值共创行为的影响中起调节作用。依据本文调查研究得出的理论层面的相应结论，首先需从三个阶段强化顾客对品牌依恋程度，其次建议要动态看待权力感知对价值共创行为的影响方面，最后提出企业必须重视顾客价值共创行为，为智能手机企业在引导和激化顾客价值共创行为提出相应的管理建议。

In recent years, with the advent of the 4.0 era of marketing that emphasizes people as the "main body", the core drive is more focused on values and data drive. The role of consumers has shifted again. Companies must shift part of their marketing attention to active interaction with consumers. In addition, compared with products with the same style on the market, consumers will gradually lose their enthusiasm for purchase and reduce their desire to purchase. Therefore, the interaction between products-based enterprises and customers, strengthening the understanding of the true needs of customers, and realizing value co-creation are still the key to enterprise development.

A review of related research found that customer’s emotions and dependence on a certain brand and other personal-level factors related to the brand may affect value of customer co-creation behavior, but at the same time, their behavior will be interrupted due to various reasons. One of the reasons why companies encounter difficulties in producing products that match the needs of customers. In order to explore the problems between customers and value co-creation behaviors and the reasons that lead to the interruption of customer co-creation behaviors, this article interviewed people around and found that power perception affects the generation of customer value co-creation behaviors. At the same time, it combines relevant literature to comb and propose power Perception may be one of the main reasons leading to the interruption of customer value co-creation behavior. First of all, based on the current domestic and foreign related literature summary and collation, this article summarized the concepts of brand attachment, power perception and customer value co-creation behavior. Secondly, it started with brand attachment and constructed the theory of its relationship with power perception and customer value co-creation behavior. The model uses smartphone users as the survey object, uses sample data collected from the questionnaire, and uses statistical methods to verify the research hypothesis to verify the research hypothesis proposed in this article.

The results of the data showed that brand attachment positively affects value co-creation. There is a positive influence between brand attachment and spontaneous value co-creation, and power perception plays moderating role in the influence of brand attachment and customer value co-creation behavior. According to the corresponding conclusions on the theoretical level from the investigation and research of this article, firstly, it is necessary to strengthen the degree of customer attachment to the brand from three stages. Secondly, it is recommended to dynamically look at the impact of power perception on value co-creation behavior. Finally, it is suggested that enterprises must pay attention to customer value co-creation behavior, and put forward corresponding management suggestions for smart phone companies in guiding and intensifying customer value co-creation behavior.