张凤华 杜松华 祁小波

摘 要：本文从创新顾客团队参与企业新产品开发的角度出发，将公平偏好理论引入创新顾客激励机制设计，建立创新顾客最优激励模型，综合心理激励和经济激励，分析和求解公平偏好程度对于各类创新顾客团队组合方式的影响，探究公平偏好理论下的最优创新顾客团队组合方式。研究发现：（1）横向监督对顾客参与创新的工作积极性有一定的推动作用;（2）当存在横向监督时，高公平偏好创新顾客会比低公平偏好创新顾客投入更长的最优有效参与时间;（3）混合组合团队和高偏好组合团队总是优于同质组合团队;（4）可通过函数关系确定混合组合团队与高偏好组合团队的最优选择。本文对创新顾客进行恰当组合并探讨团队成员之间公平偏好差异对企业绩效的影响，有助于企业把激励重点放在具有一定公平偏好程度的创新顾客团队上，研究结论对于企业管理实践具有重要启示。

关键词：公平偏好;横向监督;创新顾客;组合方式

中图分类号：F713.55 文献标识码：A 文章编号：1003-5192（2021）05-0033-07 doi：10.11847/fj.40.5.33

Abstract：From the perspective of innovative customer teams participating in the development of new products， the optimal models of incentive customer are built with introducing the equity preference theory into the incentive mechanism design and considering psychological and economic incentives. The models analyze the influence of the equity preference degree on the compound modes of various innovative customer teams， and explore the optimal compound modes under the equity preference theory. The results show that： （1）peer supervision plays a positive role in promoting work enthusiasm; （2）the optimal effective time of innovative customer with high equity preference under peer supervision is longer than the optimal effective time of innovative customer with low equity preference; （3）heterogeneous preference teams and high horizontal preference teams are always better than homogeneous preference teams; （4）the choice of heterogeneous preference teams or high horizontal preference teams is based on the function relationship. The paper combines the innovative customers properly and discusses the impact of the differences of equity preference among the team members on the enterprise performance， which is helpful for enterprises to focus incentives on innovative customer teams with a certain degree of equity preference. The results make an important implication for management practice.

Key words：equity preference; peer supervision; innovative customers; compound modes

1 引言

營销的发展在经历了以产品为中心的营销1.0时代、以消费者为导向的营销2.0时代、以价值观驱动的营销3.0时代后，正逐步迈向以实现价值共创为导向的营销4.0时代[1]。在营销4.0时代下，企业逐渐意识到，将创新顾客纳入企业新产品开发过程可以产生积极的结果[2]，创新顾客知识将成为企业获取竞争优势的关键[3]。与此同时，顾客的角色发生了根本性变化，“购买者”不再是顾客的唯一角色，企业通过引导顾客参与互动、向用户授权等方式赋予了部分顾客“兼职员工”“准营销人员”、共同生产者或开发者等包含多重关系内涵的角色[4]。……