CUSTOMER DOMINANT LOGIC (CDL): FEATURES OF SUPPLIER INVOLVEMENT IN CUSTOMER ECOSYSTEMS IN E-COMMERCE

H. Demchenko
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Abstract

In the conditions of the active development of the digital economy and the emergence of new marketing approaches, the determination of the features of the involvement of suppliers in consumer ecosystems based on the customer dominant logic (CDL) is the starting point for the use of this logic in e-commerce and an actual direction of scientific, theoretical and practical research. The purpose of this study is to determine the features of the involvement of suppliers in customer ecosystems in e-commerce based on CDL. The theoretical and methodological basis of the research is modern scientific concepts, theoretical developments of leading domestic and foreign scientists regarding their essence, possibilities and features of their use in electronic commerce. The method of theoretical generalization, and logical analysis and the graphic method were used. The conducted research made it possible to obtain the following results: firstly, the author substantiated the use by companies of indicators characterizing thoughts, emotions, experience and possible models of customer relationships while auditing content and promoting products in social networks. Unlike the existing approach, which is based on the traditional account analysis metrics, this one will enable companies to gain real-time information about how, where and when a customer orders a product, what they want and who they are, and become an element of their ecosystem. Considering the fact that different companies use different types of logic (goods dominant logic (GDL), maintenance dominant logic (SL) and service dominant logic (SDL)), this work offers to distinguish two groups of indicators of content audit and promotion - specific and general - which will give companies a reason to focus on indicators that are more significant for them. Secondly, the article proposes the involvement of suppliers in customer ecosystems based on the assessment of business clients using the methodology of auditing the activities of the main competitors in social networks, which will make it possible to significantly simplify the company’s entry into client ecosystems. The results of the given research can be useful for companies seeking to establish long-term and effective relationships with customers based on the introduction of new marketing approaches and technologies.
顾客主导逻辑(cdl):电子商务中供应商参与顾客生态系统的特征
在数字经济积极发展、新型营销方式不断涌现的条件下,基于顾客主导逻辑(customer dominant logic, CDL)确定供应商参与消费生态系统的特征,是将该逻辑运用于电子商务的出发点,也是科学、理论和实践研究的实际方向。本研究的目的是确定基于CDL的电子商务客户生态系统中供应商参与的特征。本研究的理论和方法基础是现代科学概念,国内外主要科学家关于其本质、可能性和在电子商务中应用的特点的理论发展。采用理论概括法、逻辑分析法和图解法。通过研究可以得到以下结果:首先,作者证实了公司在社交网络中审计内容和推广产品时使用表征思想、情感、体验和可能的客户关系模型的指标。与基于传统客户分析指标的现有方法不同,这种方法将使公司能够获得客户订购产品的方式、地点和时间、他们想要什么以及他们是谁等实时信息,并成为他们生态系统的一个元素。考虑到不同公司使用不同类型的逻辑(商品主导逻辑(GDL),维护主导逻辑(SL)和服务主导逻辑(SDL)),本工作提出区分两组内容审计和推广指标-具体和一般-这将使公司有理由关注对他们更重要的指标。其次,本文提出了供应商在客户生态系统的参与,基于商业客户的评估,使用审计社交网络中主要竞争对手的活动的方法,这将有可能大大简化公司进入客户生态系统。给定的研究结果可以为公司寻求建立长期和有效的关系与客户基于引进新的营销方法和技术。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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