商业模式创新中顾客价值发现的过程及其影响因素研究

项目名称： 商业模式创新中顾客价值发现的过程及其影响因素研究

项目编号： No.71272094

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 董大海

作者单位： 大连理工大学

项目金额： 57万元

中文摘要： 商业模式创新已成为谋取竞争优势最新的和最有效的途径，而顾客价值发现则是商业模式创新的源头。但是文献研究发现，营销学者对商业模式创新的参与极低，同时作为营销学重要组成部分的关于顾客价值发现的理论和研究文献也极少。故此，本研究紧扣商业模式创新这个实践热点，综合运用案例研究法、扎根理论方法和定量实证研究方法等科学研究方法，在若干行业中配对选取商业模式创新企业和非商业模式创新企业，对其进行对比分析，以探寻商业模式创新企业较之一般企业在顾客价值发现过程上的差异，归纳提炼影响该过程的影响因素及其影响机理。本研究在学术层面上具有较强的探索性意义，可以充实营销学关于顾客价值发现的理论和方法；在实践上层面上可以指导企业更准确、更深入和更有效率地发现顾客价值和进行顾客价值创新，从而满足顾客需求和提升企业竞争优势。

中文关键词： 市场营销；商业模式创新；顾客价值；顾客价值发现；

英文摘要： Business Model Innovation (BMI) has become the latest and the most efficient approach for enterprises to win competitive advantage while the Customer Value Discovery (CVD) is the root source of BMI. However, literature studies suggest that there are few Marketing scholars participating in studying BMI. Meanwhile, there are few theories and literature researches on CVD which is an important component of Marketing. Consequently, this study emphasizes the practice of BMI, adopting comprehensive scientific research methodologies, including case studies, qualitative and quantitative research. It comparatively analyzes cases of some BMI enterprises and Non-BMI enterprises from many industries. It discusses the differences of the processes of CVD between two kinds of enterprises, concludes and refines the factors and mechanism to influence the process of CVD in BMI through the comparative studies. This research is academically significant and exploratory, which can enrich theories and methods on Consumer Value Discovery in Marketing. More importantly, it also offers more accurate, thorough and efficient guidance to enterprises. Accordingly,the enterprises will satisfy their customers' requirements and improve competitive advantages.

英文关键词： Marketing；Business Model Innovation；Customer Value；Customer Value Discovery；