Research On The Value Enhancement Of Haier Zhijia By User Information Interaction

The development of the new generation of information technology and the popularization of the Internet have subversively changed people’s lifestyle,business model of enterprises and the relationship between enterprises and consumers.The closed value creation method and standardized products of enterprises have been unable to meet the diversified and personalized needs of users,and the business model of enterprises has begun to transform into a platform.Users can participate in the whole process of value creation from product design to production on the interactive platform,and get the final products more in line with their needs.Producers can also obtain the expected value addition through the value co-creation mechanism.In this context,the value co-creation theory based on the co-creation of value between enterprises and users has gradually become a research hotspot in academia.In this paper,Haier Zhijia,a household appliance manufacturing enterprise that has successfully realized digital transformation,is taken as an example.By analyzing the operation mechanism of the three interactive platforms built by it,this paper studies two major issues,namely the driving mechanism of user information interaction on value co-creation and its impact on enterprise value.First of all,this paper introduces what is information interaction and value co-creation,compares and lists the differences between value co-creation and traditional value creation,based on the theory of value co-creation,deeply reveals the theoretical connotation of information interaction and value co-creation;Secondly,this study takes the three interactive platforms of Haier Intelligence as the case study object,uses the grounded theory to encode the collected original data at three levels,and forms four main categories.At the same time,the main category of "driving factors" is dissected from four dimensions in detail by combining the value co-creation DART model.The function of each driving factor on the behavior of value co-creation and the logical relationship between each factor are clarified,and finally a three-stage model of the value co-creation driving mechanism is constructed,which divides the behavior of value co-creation between enterprises and users into the germination stage,the driving stage and the realization stage.Based on this,the value co-creation stage of Haier Zhijia is divided from the time node.Thirdly,considering the limitations of the current traditional value evaluation methods and performance evaluation indicators in measuring the effect of value co-creation,this paper,based on the existing research,takes added value as the core,constructs a value co-creation efficiency evaluation system that takes into account all stakeholders,and takes the financial data of Haier Zhijia in the past ten years as the basis.This paper makes a quantitative analysis on the enhancement effect of enterprise value based on the value co-creation driving mechanism,and draws a conclusion: By implementing the concept of "user-centered",building the interactive and sharing platform,launching the mass customization model and a series of measures to enhance the ability of information interaction and improve the willingness of users to participate in information interaction and value co-creation,Haier Wisdom has broadened the channels of communication between enterprises and users,making Haier Wisdom in the three stages of value co-creation,especially the driving stage.The efficiency of value co-creation with users has been significantly improved;Finally,this paper puts forward improvement suggestions on enterprise management from three aspects: ecological thinking,information interaction ability and scene value,and provides references for enterprises’ digitalization,servitization and ecological transformation.