服务型商业模式中价值主张创新对价值共创的影响机理

服务型商业模式是以服务为主导逻辑的经济环境下企业商业模式的创新。以价值主张画布为载体，探讨服务型商业模式对价值共创的影响机理。运用扎根案例研究方法，基于“价值共创主体（价值主张）→价值共创客体（价值创造）→价值共创行为（价值传递）→价值共创情境（价值获取）”的价值共创循环逻辑，识别出价值主张的共振性、场景性、精准性、互惠性4个属性特征，验证了其对企业与顾客的价值主张、产品市场、财务绩效3个方面的匹配。同时，建立起关系框架，希望为中国情境下传统企业转型升级提供借鉴。研究表明，服务型商业模式通过提供情感型价值主张实现企业商业模式创新，进而正向影响价值共创。

Research on the Value Proposition Innovation and Mechanism in Value Co-creation of Service Business Model: A Case Study of Tavrida Electric(Qingdao)Co.

Service business model is a business model innovation ,which is based on service dominant logic ,This article aims to analyze inherent attributes of value co‐creation in serviced business model innovation ,by using value proposition canvas .First ,using the application of case analysis and ground theory ,it constructs an integrative framework of four lev‐els value proposition ,value creation ,value delivery and value capture of value co‐creation ,meanw hile ,generalizes and proves the internal attributes of value co‐creation in value proposition design of Tavrida Electric Co :resonance ,contextual , accuracy and reciprocity .Second ,it demonstrates the action mechanism and theoretical framework of service business model of value co‐creation by combining with case study and canvas ,summarizes the general value co‐ creation path of service business model .And this article finds that service business model has positive effects on value co‐creation .