价值共创还是价值共毁?——顾企价值创造互动行为协调机制研究

本文基于演化博弈的视角,通过构建顾企价值创造互动行为演化博弈模型,深入剖析其演化过程及其影响因素,并运用MATLAB模拟验证相关参数变化对演化结果的影响,从而揭示了顾企价值创造互动行为协调机制的内在机理.研究结果表明:顾企价值创造互动行为呈现出"共创型互动"与"共毁型互动"并存的演化特征;资源整合能力、价值共创效率、资源投入意愿以及惩罚的提高能够促进顾企价值创造互动行为的协调稳定,双方互动行为收敛于"共创型互动"而最终实现价值共创;但成本系数与投机收益的提高则会使其趋于不协调状态,双方互动行为收敛于"共毁型互动"而最终造成价值共毁.

Value Co-creation or Value Co-destruction:Research on Interactive Behavior Coordination Mechanism of Value Creation between Enterprise and Customer

Based on the perspective of evolutionary game,this paper analyzes the evolution process and its influencing factors by constructing the evolutionary game model of customer-enterprise value creation interactive behavior,and uses the MATLAB simulation tool to simulate and verify the influence of relevant parameter changes on the evolution result,so as to reveal the internal mechanism of interactive behavior coordination mechanism of value creation between an enterprise and a customer.The research results show that the customer-enterprise value creation interactive behavior presents the evolutionary characteristics of coexistence of co-creation interaction and co-destruction interaction.The improvement of resource integration ability,value co-creation efficiency,resource investment willingness and punishment can promote the coordination and stability of the customer-enterprise value creation interactive behavior,and the interaction behavior of both sides converges to co-creation interaction and finally realizes value co-creation.However,with the increase of the cost coefficient and the speculative profit,it tends to be in an uncoordinated state,and the interaction behavior of both sides converges to co-destruction interaction and ultimately resulting in the value co-destruction.