摘要
本研究以"广虚二元价值容介态"理论为指导,在价值共创研究的基础上,对"中国好声音"的虚拟价值链进行深入的分析。研究结果表明,从虚拟价值共创的各个角色(制造方、播出方、广告赞助商、导师、学员和观众)都积极参与到以长期关系为导向的虚拟价值共创中,同时虚拟价值共创活动为共创各方创造了巨大的品牌效益。
Based on the theory of“Generalized Virtual Dual Value Rong-Jie State”and former research of value create, this paper deeply analyze virtual value of“The Voice of China”. Research suggests that each role (manufacturing business, broadcasting business, advertising sponsors, tutors, students and audiences) are actively involved in long-term relationships oriented virtual value create. Furthermore, each role in vir-tual value chain are obtained huge brand beneifts.
出处
《广义虚拟经济研究》
2015年第1期5-11,共7页
Research on the Generalized Virtual Economy
基金
广义虚拟经济研究专项资助项目[项目编号:GX2014-1001(Y)]
国家自然科学基金项目(71272018)
关键词
广义虚拟经济
中国好声音
虚拟价值
价值共创
参与角色
generalized virtual economy
rapport
customer perceived virtual value
customer satisfaction
participants