Research On The Mechanism Of Value Co-creation Process Based On Service Dominant Logic

As the service economy gradually become the dominant economy,service dominant logic instead of product dominant logic becomes a trend,and the products and services tend to be in the process of fusion.Under this background,the value co-creation between enterprise and customer has became the new competitive strategy.The existence of the value chain and value net brings current economic cooperation more spatial characteristics,so besides enterprise and customers,other stakeholders become one of the indispensable creation subject.In the perspective of multi-agent participation,the intrinsic process mechanism of value creation is the entry point for academic and business community to explore and realize effective value creation.In the related research of value co-creation,issues such as that what the process of value co-creation from the perspective of multi–agent is,what role other stakeholders play,and how enterprises,customers and other stakeholders to maintain interaction relationship and to complete the co-creation,still need to be conducted in-depth academic research.Based on this,this paper analyzes the connotation and characteristics of value co-creation from the perspective of multi-subject,and incorporates other stakeholders into the research scope of co-creation subject.By using multi-case study,this paper discusses the internal process mechanism of value co-creation under service dominant logic.This paper will be divided into three parts.The first part is literature review,and this part combs the literatures of service dominant logic and value co-creation systematically,summarizes the connotation and characteristics of value co-creation under multi-agent participation.On the basis of summarization of the existing research results,we find the shortcomings of current research and theoretical gap.The second part is the construction of the theoretical model and theoretical hypothesis,namely,the third chapter.This part is mainly to divide the entire process into enterprise(separate)range,common scope and customers(separate)range.And from the perspective of multi-agent,we construct the process mechanism model,and put forward the relevant paper hypotheses.The third part is a multi-case study.Based on the research questions,the sample enterprises are selected as the case study objects,and the case data are collected and formalized through formal interviews and informal communication,consulting enterprise documents,related documents and network information.With the help of content analysis and Nvivo8 which is a qualitative analysis software,this paper verifies the theoretical assumptions.Besides,we use the case analysis method for further analysis and discussion to verify and improve the theoretical framework and model.The results show that,in the process of value co-creation,other stakeholders act as promoters to provide resources to enterprises and customers.Enterprises and customers achieve good integration and dynamic interaction in their own separate scope and common scope,and finally realize the value co-creation.In addition,there are some differences exist in the co-creation process and effect.