基于移动社交媒体的企业虚拟品牌社区价值共创引导机制研究

移动社交媒体的虚拟品牌社区是价值共创的新平台，近几年成为研究的热点。既有研究主张企业是价值共创活动的价值引导者，但对企业如何扮演价值引导者角色缺乏理论探讨。文章以全世界移动社交媒体营销的成功典范星巴克公司为例，对469份质性数据进行了扎根理论分析，构建出移动社交媒体的虚拟品牌社区价值共创引导机制模型。该模型阐释了企业如何引导价值共创。基于模型文章构建出企业引导的价值共创的三个维度：使用价值、共同生产和共创绩效，并构建出移动社交媒体虚拟品牌社区的价值共创的七个引导机制，即消费需求刺激、强势品牌传播、接地气的消费者关怀、O2O体验、平台互动、消费者契合和纽带强化。

The Guidance Mechanisms of Value Co-creation Based on Mobile Social Media Virtual Brand Community

Virtual brand community based on the mobile social media is a new platform of value co-creation. It has become a hot research issue in recent years. Previous researches advocate that the enterprise is the value guide of the value co-creation activity, but there is no theoretical discussion on how the enterprise plays the role as a value guide. With a successful case of the mobile social media marketing in the world, Starbucks, this paper analyzes 469 qualitative data and constructed the virtual brand community value co-creation mechanism model of the mobile social media. The model illustrates how an enterprise can lead to value co-creation. Based on the model, this paper constructs three dimensions of value co-creation based on enterprise guidance: use of value, co-production and co-creation of performance. We also build seven guiding mechanisms for value co-creation of mobile social media virtual brand communities, namely consumer demand stimulation, strong brand communication, grounded consumer care, O2O experience, platform interaction, consumer engagement and strengthening of ties.