众包如何促进顾客参与？

——基于凯翼众包模式的案例研究*

朱立冬^1，2，詹 萍¹

（1.安徽师范大学经济管理学院 2.安徽师范大学创新经济研究院 中国 安徽芜湖241003）

摘要：运用案例研究法对“凯翼众包”进行深入研究，从顾客价值主张、价值创造、价值网络、经营效益四个方面探索其商业模式的创新。研究发现，众包模式下的汽车制造，顾客全面参与是亮点。一是在确定顾客价值主张时，以“用户思维”为导向，重视顾客“主动的最佳体验价值”，互联网时代的年轻人渴望参与汽车制造的过程；二是在价值创造环节，发布不同类型的众包任务以吸引不同专业程度的汽车爱好者参与汽车设计和研发，在降低企业成本的同时增强顾客的参与感；三是价值网络，以提升顾客服务为核心，加速渠道商建设；利用互联网思维进行营销，强调顾客参与感与口碑；四是在经营效益方面，众包模式为企业降低制造成本的同时，赢得了媒体和广大车友的关注和认可，企业形象和社会影响力的提升必将为企业带来长远效益。

关键词：众包商业模式顾客参与案例研究

How can Crowdsourcing Promote Customer Participation?

Case Study of Cowin Auto CrowdsourcingBusiness Model

Zhu Lidong^1,2Zhan Ping¹

( 1.School of Economics and Management,2.Anhui Institute of Innovation Economics,Anhui Normal University,Wuhu 241003,Anhui)

Absract:This paper uses case study to conduct in-depth research on Cowin Auto, and to explore the innovation ofbusiness model from four aspects: customer value proposition, value creation, value network and operating efficiency. The study found that the customer participation is themost important innovation in the crowdsourcing model of car manufacturing. First, determining customer value proposition with "user thinking" as a guide, Cowin Auto holds that the youths in Internet era are eagered to participate in car manufacturing process and emphasizing the value of customer experience in the process. Second, in the value creation phase, Cowin Auto has released different types of crowdsourcing tasks to attract different levels of automotive enthusiasts to participate in the design. Throgh this way, Cowin Auto can reduce the cost and enhance the sense of participation of customers at the same time. Third, talking about the value network, Cowin Auto has taken several steps to enhance customer service, for example, accelerating the construction of the channel, marketing with Internet thinking, emphasizing customer participation and word of mouth. The last, Cowin Auto has won the attention of media and the recognition of the majority of the customers. The promotion of corporate image and social influence will bring long-term benefits for Cowin Auto.

Key Words: crowdsourcing business model customer participation case study

基金项目：安徽省哲学社会科学规划项目（项目编号：AHSKY2016D22）；安徽师范大学哲学社会科学繁荣发展计划重大项目（项目编号：FRAD201302）。

作者简介：朱立冬（1977- ），男，安徽六安人，副教授，硕士生导师，主要研究方向为网络营销、创新创业。E-mail：zhulidong7770@163.com。詹萍（1993- ），女，安徽安庆人，硕士研究生，研究方向为网络营销。