摘要
在今天的互联网生态环境下,消费电子制造业与用户的关系呈现什么新特征?本文通过对快速成长的智能手机公司小米的商业模式研究发现,"用户全面参与"是其亮点:1)在价值主张上,认为互联网时代的消费者具有参与企业运作的动机和能力,是公司可利用的资源,用户既是企业发展战略的选择力也是原动力;2)在价值创造环节,采用"无缝开放式创新"模式,卷入大量用户参与研发全过程,在增加用户满足感的同时降低了公司价值创造的成本;3)在营销、销售和服务等价值传递环节利用用户的能量迅速放大公司和产品的品牌知名度和销售额;4)公司扁平的组织结构、边缘中心化的动态管理策略,特别是粉丝管理模式方面的创新是其高效运作的保障;5)在价值捕获环节采用了错位盈利模式,用高性价比产品迅速占有市场的同时实现盈利。本案例展示的"用户全面参与"商业模式丰富了企业和用户互动机理研究,对制造业有示范作用。
In today＇s Internet environment, what is the new dynamics between the consumer electronics manufacturers and their customers.9 Through the case study of the skyrocketing new venture Xiaomi, we found that getting users involved in its operation is the most important innovation in its business model. Specifically, 1 ） Regarding customer value proposition,Xiaomi realizes that users in the Internet era have tremendous energy and are willing to participate in business operations. They are both the generation forces and the selective forces for company＇s development, which is a precious resource pool for companies to utilize. 2） In the value creation phase, Xiaomi has adopted the ＂ Seamless open innovation＂ model by involving lots of fans in the entire R＆D process, which allows it to increase customer satisfaction and lower R＆D costs. 3 ） In the value communication and transfer activities including marketing, sales and services, Xiaomi also creatively utilizes the energy of fans to rapidly increase brand awareness and market share and to provide differentiated user experiences ; 4） Xiaomi＇s organizational structure is fiat with edge-centrinity features, and it has adopted an innovative way to motivate and organize users, that ensures efficient executions of the companies strategies ;5 ） In terms of the profit model, Xiaomi shifts profitability from major hardware products to value-added services and high margin accessories, which enables it to gain market share quickly with a reasonable overall profit. This study provides a detailed case regarding the interaction mechanism between users and manufactures in the Internet era and outlines a successful example for other consumer electronics companies to follow.
出处
《中国软科学》
CSSCI
北大核心
2015年第8期22-33,共12页
China Soft Science
关键词
商业模式
用户参与
互联网生态
价值主张
案例研究
business model
customer engagement
internet ecosystem
customer value proposition
case study
