A Case Study On The Transformation Path And Mechanism Of Retail Enterprise Service Value From "Co-destruction" To "Co-creation"

The iteration of digital technology has led to great changes in the organizational situation between enterprises and the consumption situation between enterprises and customers,and more extensive and diversified subjects can be easily connected to create value.However,with the continuous change of the internal and external environment of the enterprise,the goal of value co-creation is not able to be easily realized,but the frequency of value co-destruction is gradually increasing.Under the amplification effect of the Internet,its negative impact is constantly enhanced,which ultimately affects the normal operation of the enterprise.In recent years,a few scholars have launched relevant exploration on value co-creation and value co-destruction,mainly from two directions: one is the element or path of alleviating the negative influence of value co-destruction from the perspective of external practice and resource integration;the other is to study how value co-destruction transforms into value co-creation in different situations.Summarizing previous studies,although relevant scholars have been involved in how to transform value co-destruction into value co-creation,there is less research on the transformation path and mechanism of value co-destruction to value co-creation in the operation of retail enterprises,and the number of related research carried out by multiple participants is very small,and it needs to be further explored.This study tries to on the support of previous scholars,using the single case study method,select fresh community chain convenience stores as a case study object,based on fresh service value into value practice,the research problem focus on the retail enterprise service value into value of path and its mechanism.Based on the research problem,firstly,determine the research direction and idea of the paper,and then,based on the logic framework of "Value destruction-value repair-value creation" in stages and angles,supported with detailed evidence chain.Finally,we conclude the research conclusion of value co-destruction into value co-creation and its mechanism.The research conclusions mainly include the following four points: First,the specific form of the total destruction of service value in retail enterprises is the imbalance of resource abuse and process docking among economic participants;second,The purpose of transforming value destruction into value co-creation is to transform value destruction of low level value output into value creation of high level value output,To promote enterprise development and form a competitive advantage;third,The transformation of value co-destruction to value co-creation can be divided into the single transformation stage of regional market adaptability,the cooperative transformation stage of the core ability of product and service,and the cooperative transformation stage of brand trust ability;fourth,The operation mechanism of value co-destruction into value co-creation is composed of a single repair mechanism,cooperative repair mechanism and collaborative repair mechanism.The theoretical framework formed in this study can contribute to the research gap of value co-creation and value co-destruction in the existing literature,and also have guiding significance for retail enterprises to actively respond to value co-destruction and enhance their core competitiveness.