管理评论

管理评论 ›› 2025, Vol. 37 ›› Issue (3): 216-227,249.

• 运作管理 • 上一篇    

考虑溢出效应的不同准入门槛价值共创策略研究

翟运开1,2, 周君涵1, 王宇1   

  1. 1. 郑州大学管理学院, 郑州 450001;
    2. 郑州大学公共管理学学科建设创新中心, 郑州 450001
  • 收稿日期:2023-10-07 发布日期:2025-04-02
  • 作者简介:翟运开，郑州大学管理学院教授，博士生导师，博士；周君涵，郑州大学管理学院硕士研究生；王宇（通讯作者），郑州大学管理学院讲师，博士。
  • 基金资助:
    国家自然科学基金青年项目(72301254；72402218)；中原科技创新领军人才项目（244200510047）；河南省高等学校哲学社会科学基础研究重大项目(2022-JCZD-21)。

Study on Value Co-creation Strategies with Different Entry Thresholds Considering Spillover Effects

Zhai Yunkai1,2, Zhou Junhan1, Wang Yu1   

  1. 1. School of Management, Zhengzhou University, Zhengzhou 450001;
    2. Innovation Center for Public Administration Discipline Development, Zhengzhou University, Zhengzhou 450001
  • Received:2023-10-07 Published:2025-04-02

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摘要： 针对由一个提供价值共创的企业及两类用户组成的供应链，本文探讨了在不同的价值共创准入门槛（高/低）条件下，用户间网络溢出效应如何影响企业和用户的努力投入策略及预期收益。研究发现：①在高准入门槛的价值共创环境中，主要用户对一般用户溢出效应的增强可能导致主要用户减少。为稳定或增加主要用户群体，企业需要通过策略性的信息保护措施来缓和该溢出效应造成的影响。②在低准入门槛的价值共创环境中，增加主要用户间的溢出效应能最大程度地提升企业预期收益，且任何溢出效应的增加对企业来说均有益。因此，企业可通过调节不同的溢出效应激励不同用户付出更多的定制努力，从而实现企业收益的最优化。

关键词: 价值共创, 溢出效应, 准入门槛, 用户分类, 策略研究

Abstract: Customer co-creation, which engages users in product development, has received increasing attention. Our study focuses on the disparities in user participation costs within customer co-creation and constructs models of high and low entry threshold co-creation considering spillover effects. We find that: (1) In environments with high entry thresholds for co-creation, intensified spillover effect from primary to general users may lead to a reduction in the primary user base. To stabilize or expand this group, the firm needs to alleviate this effect through strategic information protection. (2) Conversely, in low threshold co-creation environments, enhancing the spillover effect among primary users can significantly increase corporate anticipated revenues. Additionally, any rise in spillover effects is beneficial for the firm. Therefore, the firm can optimize its profits by regulating various spillover effects to motivate users to exert more customization efforts.

Key words: co-creation, spillover effects, access threshold, user categorization, strategy research