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。
Marketing research focuses on the relationship between firms and customers, and customer-to-customer interaction （CCI） has been ignored and discouraged in a long period. However, with the changes in the business environment and the development of market- ing theory,it realizes that CCI is a common and important phenomenon and may be a power source of firm value creation, thereby encouraging greatly the research interest and enthusiasm in CCI.At present, CCI has grown into an emerging, independent and promising research topic in the academic area of marketing.Based on a systematic review of CCI literature, this paper makes comments through several aspects, namely the connotation and types of CCI, the impact of CCI on enterprises and customers, the main drivers of CCI, and interaction manage- ment strategy.Finally, it points out the directions in future research.
出处
《外国经济与管理》
CSSCI
北大核心
2015年第12期73-85,共13页
Foreign Economics & Management
基金
河南省教育厅人文社会科学研究重点项目(2015-ZD-006)
关键词
顾客间互动
服务场景
体验营销
互动管理策略
customer-to-customer interaction
services scene
experience marketing
interaction management strategy
