摘要
互联网技术的不断进步、营销环境的日益复杂化以及顾客需求的不确定性,使大规模定制时代到来。为满足新条件下的市场需求,企业价值网络必须以顾客价值创造为战略目标,整合价值网络的内生性优势资源和外生性优势资源,提高创新效率,快速响应市场需求;必须有效利用锁定效应,始终保持竞争优势的高端锁定,并对竞争对手采用低端锁定,利用优势要素的锁定效应,提高价值网络竞争力;必须拥有一个合理的利益分享机制,使网络成员企业的贡献和收益对等,以建立长期稳定的合作关系,保持网络的稳定性。
With the constant development of the internet technology, the increasing complication of the sales environment and the uncertainty of the customers＇ demands, an era of massive customization has come up. In order to satisfy the market demand in the new era, the enterprise value networks have to set the customers＇ value creation as the strategic target. The enterprise should integrate both the inner and the outer dominant resources of the value networks, improve the innovation efficiency and react quickly to the market demands. The enterprise should take an effective use of the lock-in effects, keep the high-level lock-in of the competitive advantages all the time and a low-level lock-in of the opponents and promote the value networks＇ competitiveness with the lock-in effects of the dominant factors. In order to establish a long-term and stable cooperation and keep the networks steady, a sound interests sharing mechanism must be established to match the enterprises＇ contribution and income in the networks.
出处
《管理学刊》
2016年第3期35-40,共6页
Journal of Management
基金
陕西省社会科学基金项目(13Q08)
关键词
价值网络
竞争优势
锁定效应
顾客价值导向
利益分享机制
Value Networks
Competitive Advantage
Lock-in Effect
Customer Value Orientation
Interest Sharing Mechanism
