Prosumer: the Transformation of Consumers' Role and Management Innovation

摘要

In the context of network economy and knowledge economy, the role of consumers trend to transform to "Prosumer", which is the mixed role of producer and consumer. "Prosumer" is reshaping the business model, innovation models and organizational forms. In this paper, on the basis of discussion the drives of the emergence of prosumer and analyzing the literatures on open innovation, clients internalization, user generated content and crowdsourcing, we discussed the theoretical meaning of Prosumer, summarized the trend of consumer role transforming. Finally, we proposed a new management innovation model based on the prosumer value creation from the perspective of promoting consumers participation in business and innovation.