随着互联网的发展,激发虚拟品牌社区中有利于企业的用户知识创新，成为企业应对动态市场环境而实施创新战略的关键。本文基于C2C与B2C虚拟品牌社区中用户探索性/应用性学习和用户创意组合管理的视角，构建激发有利于企业知识创新的理论模型。实证发现：C2C与B2C虚拟品牌社区会对用户探索性/应用性学习产生差异性影响，相对于B2C虚拟品牌社区有利于用户的应用性学习，C2C虚拟品牌社区倾向于用户的探索性学习，而探索性学习更有利于激发用户知识创新能力；但是，用户知识创新能力对激发用户产生有利于企业知识创新的作用并不显著；进一步，用户创意组合管理在用户知识创新能力对激发有利于企业知识创新的关系中起显著的正向调节作用。本研究为企业实施用户知识管理创新战略提出了有价值的启示。

With the development of the Internet, stimulating users knowledge creation that is in favor of enterprises in virtual brand communities has become the key for enterprise to implement innovative strategies in order to respond to dynamic market conditions.In this paper, we have built a theoretical model, which can motivate enterprise knowledge creation, based on the perspective of users exploratory/exploitative learning and ideation portfolio management in C2C and B2C virtual brand communities.Our Empirical findings are as follows: C2C and B2C virtual brand communities have variant impact on users exploratory / exploitative learning. With respect to B2C virtual brand communities that are beneficial to users exploitative learning, C2C virtual brand communities tend to inspire users exploratory learning, which is more conducive to stimulate users knowledge creation capability.However, users knowledge creation capability has no significant effect on generating enterprises knowledge creations. Furthermore, users ideation portfolio management plays a mediating role between them and the influence is positive and significant.This study has put forward valuable revelations for companies to carry out the strategy of user knowledge management innovation.