| 互联网虚拟品牌社区产品创新绩效研究 |
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| 引用本文： | 唐小飞,张克一,苏浩玄.互联网虚拟品牌社区产品创新绩效研究[J].科研管理,2019,40(6):215-224. |
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| 作者姓名： | 唐小飞 张克一 苏浩玄 |
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| 作者单位： | 西南财经大学工商管理学院,四川成都,611130;郑州轻工业大学经济与管理学院,河南郑州,450002 |
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| 基金项目： | 国家自然科学基金;国家自然科学基金;中央高校基本科研业务费专项创新团队项目 |
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| 摘 要： | 在网络虚拟品牌社区（OUIC）前端创新环节，企业是否参与、何时参与、如何参与知识创造管理不仅会影响到企业的产品创新绩效，甚至会影响企业在市场中的核心竞争力。本研究选择具有一定高新技术信息支撑的家电电器行业OUIC为研究背景，引入创意组合管理（IPM）为研究的核心变量，通过构建不同创意主题发布模式（B端创意主题与C端创意主题）与不同前端创新阶段（创意产生阶段与创意发展阶段）的2×2组间设计来验证相关命题。结果表明，针对不同创意主题社区，企业采取的不同决策行为，对产品创新绩效均存在显著差异。（1）证明了不同创意主题发布模式（B端创意主题或C端创意主题），会对用户的知识创造力产生差异性影响。B端创意主题（企业主导发布），企业可以引导社区用户重点进行新产品核心子系统相关创意的开发；C端创意主题（用户主导发布），企业可以引导社区用户重点进行新产品周边子系统相关创意的开发。（2）验证了在用户参与OUIC 前端创新环节知识创造过程中，企业实施创意组合管理（IPM）对用户知识创造力与产品创新绩效产生的正面显著效果。（3）验证了用户参与OUIC前端创新环节知识创造过程中，企业对用户创新行为的最佳干预时机。在B端创意主题（企业主导发布）下，企业在创意产生阶段（第一阶段）实施创意组合管理（IPM）为最佳导入时机；C端创意主题（用户主导发布）下，企业在创意发展阶段（第二阶段）实施创意组合管理（IPM）为最佳导入时机。研究在理论上不仅丰富和完善了虚拟经济营销管理相关理论，而且在应用上有助于企业利用互联网工具为产品创新发掘新的途径，并培育企业市场核心竞争力。
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| 关 键 词： | 前端创新环节 创意组合管理 知识创造力 产品创新绩效 |
| 收稿时间： | 2018-11-14 |
A research on product innovation performance in the virtual brand community of the Internet |
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| Tang Xiaofei,Zhang Keyi,Su Haoxuan.A research on product innovation performance in the virtual brand community of the Internet[J].Science Research Management,2019,40(6):215-224. |
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| Authors: | Tang Xiaofei Zhang Keyi Su Haoxuan |
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| Institution: | 1. School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, Sichuan，China;
2. School of Economics and Management, Zhengzhou University of Light Industry, Zhengzhou 450002, Henan, China |
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| Abstract: | Nowadays, enterprises need to meet more diversified market demands under the dynamic market environment. In particular, the emphasis on user demand experience makes the market segmentation more sophisticated. For the same type of products, the slight difference in user experience may directly lead to the loss of market share. Meanwhile, because the enterprise is confronted with shorter and shorter innovation cycle time, the R&D department must be good at developing high-quality ideas and quickly transform these ideas into product concepts of market value, so that it can create unique competitive advantages for the enterprise. At the same time, with the popularity of the intelligence of the Internet and wide infiltration of social media, the individual initiative ability of user is greatly improved. As the end users of new products, it is of great innovation value to the enterprise development and improvement of the new product concept in the use of network to express demand and will, providing market information needed for new product development and solutions to the potential problems and the related innovative ideas. Against this background, more and more enterprises begin to build the open innovation resources platform, to absorb more decentralized and diversified innovation users. It has an organic integration of internal resources by making use of its unique consumer experience and knowledge, launch individual knowledge of the user into the community group, and further transfers to be products and new knowledge that meet the goal of enterprise value, which serves as the key to implement the strategy of innovation as companies cope with dynamic market environment. As a virtual brand community with typical open characteristics in the era of intelligent Internet, on-line User Innovation Communities (OUIC) breaks through traditional restrictions to connect enterprises directly with users through Internet technology, and becomes an important Innovation platform for enterprises to obtain user ideas and achieve front-end product Innovation success by using external resources.However, research focusing on OUIC's front-end innovation is extremely rare. In OUIC, due to the special requirements of high creativity in the front end innovation link, whether or to what extent community users need to be endowed with independent and independent knowledge innovation power; At the same time, the uncontrollability of users' innovation behavior in virtual communities brings a large number of ideas, which are limited by strategy and resources of the company. Most of the user's ideas do not meet the target value of the enterprise, and there is still no definite answer as to how and when the enterprise should intervene. However, In the front-end innovation of the virtual brand community (OUIC), whether enterprises participate, when to participate, and how to participate in knowledge creation management will not only affect the product innovation performance of the enterprise, but also affect the core competitiveness of the enterprise in the market. Therefore, the enterprise needs to intervene in the user innovation behavior in front-end innovation link reasonably to avoid the user knowledge creation breaking away from the topic as mu as possible and to guide users to make more valuable knowledge creation to target enterprises, so as to achieve an efficient allocation of user resources. Since OUIC is an important strategic resource for the enterprise to use externalrecourse to carry out front-end innovation, on the one hand, in order to gain a balanced combination of potential feasible innovation projects, the enterprise must stimulate users to produce enough and diversified high-quality ideas; on the other hand, due to the limitation of enterprise resources, the enterprise needs to strictly screen and prioritize the development of product ideas and concepts with high potential market value. To achieve the above objectives, the enterprise needs to manage the front-end innovation activities from the strategic perspective of ideation portfolio rather than a single isolated creative project. In this paper, OUIC front-end innovation link is introduced into the Ideation Portfolio Management model (IPM) ofKock et al. to investigate the influences of IPM on the user knowledge creativity and the performance of product innovation. Thus, the core topic of this paper is that how the enterprise introduces Ideation Portfolio Management (IPM), how to manage the intervention time, how to effectively guide user knowledge creation, how to improve the performance of product innovation in the process of users participating in the knowledge creation of OUIC front-end innovation. In order to address above-mentioned research topics,this study selects OUIC of home appliance electrical industry with certain high-tech information support as the research background, introduces creative combination management (IPM) as the core variable of research, and builds different creative theme publishing modes (B-side creative theme and C-side creative theme). The 2×2 groups of different front-end innovation stages (creative creation stage and creative development stage) are designed to verify relevant propositions. The results show that for different creative theme communities, different decision-making behaviors adopted by enterprises have significant differences in product innovation performance. (1)Prove that different creative theme publishing models (B-side creative theme or C-side creative theme) will have a differential impact on users' knowledge creativity. B-side creative theme (enterprise-led release), enterprises can guide community users to focus on the development of new product core subsystem related ideas; C-side creative theme (user-led release), enterprises can guide community users to focus on new product peripheral subsystems Creative development.(2)Verification of the positive effect of the implementation of Creative Portfolio Management (IPM) on user knowledge creativity and product innovation performance in the process of user participation in the OUIC front-end innovation knowledge creation process.(3)Verification of the best intervention opportunity for users to participate in the innovation process of OUIC front-end innovation. Under the B-side creative theme (enterprise-led release), the company implements Creative Portfolio Management (IPM) as the best introduction opportunity in the creative generation stage (Phase 1); C-Side Creative Theme (user-led release), the company develops in creativity Phase (Phase 2) implementation of Creative Portfolio Management (IPM) is the best time to introduce.In theory, the research not only enriches and perfects the relevant theories of virtual economic marketing management, but also helps enterprises to use Internet tools to explore new ways for product innovation and cultivate the core competitiveness of the enterprise market. |
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