随着互联网的应用和信息技术的发展，顾客在生产和消费活动中的角色正在发生深刻转变，他们已经成为构建新的竞争优势的企业能力来源。尽管让顾客参与到生产及消费过程中已成为共识，但现实中顾客参与的程度以及参与的效果远远低于企业的期望。因而，对顾客参与的管理势在必行。本文构建了在企业-顾客价值共创过程中顾客参与管理的理论框架，包括理论基础、顾客参与管理的步骤以及顾客参与的评价和激励机制，以期为后续研究奠定基础。%The role of customer is changing dramatically in production and consumption process with the application of internet and development of information technology;customers are becoming the resources to build new competitive competence of enterprises. Although it is well known to let customer participating in production and consumption,the extent and effect of customer participation in reality is much less than enterprise’s expectation. So it is essential to manage customer participation in value co-creation. This paper constructed a theoretical frame of management of customer participation during value co-creation between customers and enterprises,including theoretical bases,steps of management of customer participation and evaluation and stimulation mechanism of customer participation,the purpose is to lay the foundation for follow-up research.
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