顾客间互动研究综述与展望

发布时间：2019-05-12 17:12

【摘要】：市场营销研究大多集中在企业与顾客之间关系的层面,顾客间互动在很长时期内是被抑制和低估的因素。然而,随着商业环境的变化和营销理论的发展,人们发现顾客间互动是一种普遍且重要的现象,有可能成为企业价值创造新的力量来源,这极大地鼓舞了学者们对它的研究兴趣和热情。目前,顾客间互动已成长为营销学术领域一个新兴的、独立的和极具发展前景的研究主题。本文基于对顾客间互动主题文献的系统梳理,从顾客间互动的内涵和类型划分、顾客间互动对企业和顾客的影响、顾客间互动的主要驱动因素,以及互动管理策略等方面对现有研究成果进行了述评,并对未来研究方向进行了展望。
[Abstract]:Most of the marketing research focuses on the relationship between the enterprise and the customer, and the interaction between the customers is the restraining and underestimating factor in a long period of time. However, with the change of business environment and the development of marketing theory, people find that customer interaction is a universal and important phenomenon, which may become a new source of power for enterprise value creation. This greatly inspired the interest and enthusiasm of scholars in its research. At present, customer interaction has grown into a new, independent and promising research topic in the field of marketing. Based on the systematic combing of the subject literature of customer interaction, this paper divides the connotation and type of customer interaction, the influence of customer interaction on enterprises and customers, and the main driving factors of customer interaction. And interactive management strategy and other aspects of the existing research results are reviewed, and the future research direction is prospected.
【作者单位】：河南财经政法大学工商管理学院;
【基金】：河南省教育厅人文社会科学研究重点项目(2015-ZD-006)
【分类号】：F274

【参考文献】