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论文编号：	11203
作者编号：	2220160497
上传时间：	2019/12/9 10:52:12
中文题目：	网络品牌社区对老爸评测价值共创的影响研究
英文题目：	Research on The Influence of Online Brand Community on daddy evaluation value co creation
指导老师：	白长虹
中文关键字：	网络品牌社区，价值共创研究
英文关键字：	Online Brand Community,Research on the Influence
中文摘要：	老爸评测作为一家社会企业，其主要收入来自产品化学物质检测服务，旨在通过识别有毒物质含量过高的商品改善人们的生活环境。不同于公益组织，老爸评测登记为商业企业，通过商业手段获得利润一部分用以维持经营和规模扩大，另一部分用以支撑对生产商提供的免费检测服务和对消费者提供的低价检测业务。因此，本文从经济价值和社会价值两个角度分析老爸评测的价值共创。 老爸评测通过外部网络平台如微信淘宝、微博等建立网络品牌社区，利用其多元化的功能开展商品化学物质检测、网络商城、网络平台运营等业务。本文综合梳理国内外价值共创相关文献，阐述了营销主导逻辑由商品主导逻辑转变为了服务主导逻辑，总结企业与消费者进行价值共创相关基础理论，分析老爸评测的企业性质、商业模式和网络品牌社区结构，进而建立五维度模型分析该企业共创经济价值和社会价值的机制，研究网络品牌社区如何使得社会企业与消费者共创经济价值和社会价值，并促进两种价值的相互协调、有机统一，最终本文得出价值共创对社会企业成长的影响主要是有力的促进社会企业的成长等重要结论，同时获得了众多我国社会企业发展的重要启示，以此对我国社会企业发展提出切实可行、脚踏实地的建议，并展望未来。
英文摘要：	As a social enterprise, Dad evaluation’s main income comes from the product chemical testing service, which aims to improve people's living environment by identifying commodities with excessive toxic substances. Different from non-profit organizations, Dad's evaluation is registered as a commercial enterprise, part of the profit from commercial means to maintain business and scale expansion, and the other part to support the free inspection service provided by the manufacturer and the low-price inspection service provided to consumers. . Therefore, this paper analyzes the value of Dad's evaluation from the perspective of economic value and social value. Dad's evaluation establishes a network brand community through external network platforms such as WeChat Taobao and Weibo, and uses its diversified functions to conduct business such as commodity chemical detection, online malls, and network platform operations. This paper comprehensively combs domestic and foreign values to create relevant literature, expounds the transformation of marketing-led logic from commodity-oriented logic to service-led logic, summarizes the basic theories of value-creation between enterprises and consumers, and analyzes the corporate nature and business model of Dad's evaluation. The network brand community structure, and then establish a five-dimensional model to analyze the mechanism of the enterprise to create economic value and social value, to study how the network brand community enables social enterprises and consumers to create economic value and social value, and promote the mutual coordination of the two values. In the end, the paper concludes that the impact of value creation on the growth of social enterprises is mainly a strong conclusion to promote the growth of social enterprises. At the same time, it has gained important inspirations for the development of many social enterprises in China, so as to propose the development of social enterprises in China. Practical, down-to-earth recommendations and looking to the future.
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