关键词: 顾客参与, 价值共创, 共创机理, 运营策略, 系统动力学

Abstract: Customer participation in R&D is the initial process of product value creation, which not only saves product innovation cost, but also improves product acceptance. The article explores the co-creation behavior of customers, businesses and products and how the corporate behavior influences three subject values. The article, based on multi-objective perspective, fully considering the benefits and pays of the enterprise and customer in the R&D process, establishes the co-creation value system model using system dynamics method to comprehensive explore system’s internal mechanism. The article simulates the model by adjusting enterprise behavior: product price, incentives, and the number of interactions, to make the enterprise, customers and products achieve the goal of co-create value. Simulation results find that: (1)Enterprises for different customer groups (involved in developing customer and regular customer purchase) adopt different policies, not considering incentives for developing customer involved, and when research days meet the optimal number of interactions, unified pricing model is better than that of differential pricing model. (2)The increasing number of interactions with customers and enterprises, the process of customer participate in R&D also have the early growth maturity and decline characteristics like general product life cycle. (3)The system has the optimal number of interactions. The smaller the number of operations, the more times you need to interact.

Key words: customer participation, co-create value, co-create mechanism, operation strategy, system dynamics