摘要
基于肆拾玖坊的成长历程,剖析了中国传统圈子如何通过阶层认同发展成为虚拟品牌社群的过程,并挖掘了授权赋能在虚拟品牌社群治理模式中的作用。案例研究表明,基于中国传统圈子形成的虚拟品牌社群充分发挥了圈子中的阶层认同作用,为品牌价值扩张奠定了良好的基础;授权赋能在虚拟品牌社群共治、共担、共创到共享四位一体的治理模式中起着重要的作用。其中,结构性赋能构建了一种开放性组织文化和包容性组织制度,扩大了共治程度;领导赋能增强了利益相关者的风险共担意识;心理赋能为价值创造提供了内在动机;顾客赋能则进一步通过赋能股东及粉丝,传播品牌价值,实现价值延续,确保了虚拟社群利益分享良性循环。
Based on the growth process of Si Shi Jiu Fang, this paper analyzes how the traditional Chinese circle of friends develops into virtual brand communities through the role of stratum identi?cation, and further explores the role of empowerment in the community governance model. The case study shows that the virtual brand community based on the traditional Chinese circle has given full play the role of stratum identi?cation in the circle and laid a good foundation for brand value expansion. Empowerment plays an important role in the governance model of the virtual brand community, which includes brand co-governance, risk co-sharing, value co-creation and bene?t cosharing. Structural empowerment constructs an open organizational culture and an inclusive organizational system,which enlarges the degree of brand co-governance;Leadership empowerment enhances stakeholders’ risk-sharing awareness;Psychological empowerment provides intrinsic motivation for value creation;Customer Empowerment further disseminates brand value through empowering shareholders and fans, and realizes value continuity, ensuring the benign circle of virtual communities.
作者
吴静
王红艺
张惠琴
Wu Jing;Wang Hongyi;Zhang Huiqin(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031;School of Management Science,Chengdu University of Technology,Chengdu 610059)
出处
《中国人力资源开发》
CSSCI
北大核心
2019年第3期20-36,共17页
Human Resources Development of China
基金
四川省社科规划项目"社群价值共创:认知盈余时代下的圈子文化"(SC18B006)
关键词
圈子
虚拟品牌社群
阶层认同
授权赋能
Circle of Friends
Virtual Brand Community
Stratum Identification
Empowerment
