b2b情境下供应商权力 顾客参与 顾客价值的关系分析word格式论文.docx

因变量进行了结构方程分析，并探讨了权力不对称的调节作用。根据研究结果提出了“平等对话”，“共识为先”，“软硬兼施”，“赏罚分明”，“慎用法律”是促进顾客参与的重要权力策略。将上述实证研究结果应用到“企业间权力互动共创价值模型”中，得出的推论表明了该模型的合理性。简而言之，在成功的供应商与顾客的价值共创中，供应商权力的合理使用有助于顾客参与行为，顾客参与有利于供应商能力的增强，供应商能力的增强有利于为顾客创造更大价值，顾客价值增强的同时供应商自身的价值也得到提升，供应商价值的提升意味着供应商权力的提升，这是一个正向循环的过程。本研究融合了来自价值共创、组织间关系以及企业间权力等方面的理论和文献，采用了规范研究和实证研究相结合的方法，旨在丰富和发展企业间价值共创的研究，并为B2B企业推行与其顾客企业共同创造价值的实践提供有意义的指导。关键词：B2B权力顾客参与顾客价值价值共创关系承诺AbstractDuetocustomer’srolechangefrompassivetoactive,customerparticipationis indispensabletosuccessfullyvalueco-creation.Currentresearchofcustomerparticipation andvalueco-creationmostlyconcentratedintheB2Cdomain,lessinvolvedinB2B domain.Inpractice,underthebackgroundoftheevolutionofbusinessecosystem,B2B valueco-creationbecomesmoreandmoreimportant,andinurgentneedofthe correspondingtheoreticalguidancetobetterimplementB2Bvalueco-creation.Basedon theaboveneedoftheoryandpractice,thispaperfocusesonthethemeofB2Bvalue co-creation, and takeatypicalsupplier- customerrelationshipas theresearch object.Thisresearchhascarriedontheinductionanddeductionrelatedtothetheoryof valueco-creation,inter-organizationalrelationship,B2Bpower,andconstructedatheory modelofB2Bvalueco-creationbypowerinteraction.Themodelshowsthesupplierand thecustomerinteractiverelationshipchainofbilateralpower-bilateralparticipation- bilateralcapacity-bilateralvalue,andthecyclenatureofvalueco-creation.Toprovethe rationalityofthetheoreticalmodel,selectedthreekeychainofthemodelandconstructed empiricalstudyonthecorrespondingresearchmodel.Basedon376ChineseB2B enterprises surveydata, three empirical studies and theresults are as follows:First,theimpactofcustomerparticipationoncustomervalue.Customerparticipation canbedefinedasthecustomer’sbehaviorofinputavarietyofresourcestoco-create valuewithpartners,itincludesthreedimensionsasinformationsharing,responsibility behaviorandinterpersonalinteraction.Customervaluecanbedefinedasthepartof valuefromco-creationvalueforcustomer,itincludesproductvalueandrelationship value.Thisstudyconductedfr