中国500强企业网站顾客创新互动：现状、影响因素与创新绩效.docVIP

  中国 500 强企业网站顾客创新互动：现状、 影响因素与创新绩效# 王莉 5 10 15 20 25 30 35 40 （同济大学经济与管理学院，上海 200092） 摘要：随着越来越多的顾客使用互联网，企业网站成为重要的顾客创新互动平台。本文首先 对顾客创新互动进行概念界定和互动方式分类，然后通过内容分析法对中国 500 强企业网站 进行实证分析，结果发现企业网站较多采用“企业　顾客”单向发布信息、“顾客　企业” 双向互动方式来实现顾客创新互动功能，很少采用“顾客　企业”单向反馈信息（指网上调 查）、“顾客　顾客”双向互动方式（指网上社区）。但是，本研究同时表明网上调查和网 上社区对创新绩效有显著正向影响。并且，不同行业、规模和所有制的企业在网站顾客创新 互动的某些功能方面有显著差异。该研究结果不仅在理论上推动顾客互动理论的发展，而且 在实践中能识别出企业常用和不常用的网站顾客创新互动功能，分析预测不同类型的企业网 站顾客创新互动特征，并指导企业透过网站顾客创新互动功能有效提升创新绩效。 关键词：网站顾客创新互动；影响因素；创新绩效 中图分类号：C93 Interaction of Customer Innovation in Top 500 Enterprise Web Sites in China: State, Impact Factors and Innovation Performance WANG Li (School of Economics Management, Tongji University, ShangHai 200092) Abstract: With more and more customer using the internet, enterprise website becomes the important platform for customer innovation. After defining and categorizing the interaction of customer innovation, his study empirically analyzes the top 500 enterprise web sites in China by content analysis. The results show that most enterprise web sites realize the interaction of customer innovation by “enterprise　customer communication” and “customer　enterprise communication”, however, only a few enterprise web sites realize the “customer　enterprise communication” (on-line survey) and “customer　customer communication” (on-line community). However, this study indicates that on-line survey and on-line community are positively related to innovation performance. Moreover, some aspects of web site in interaction of customer innovation differ base on enterprise characteristics such industry, sales and ownership. The results not only help to push the customer interaction theory forward, but also forecast the interaction characteristic of customer innovation in different enterprise website and direct enterprise to improve innovation performance through website strategy. Keywords: Interaction of customer innovation in websites; Influencing factors; Innovation performance 0 导论 创新既是企业获取竞争优势的关键所在，也是企业持续