| 共创营销：卷烟工商零面向顾客营销的新方法和新措施 |
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| 引用本文： | 孙衍刚,李维华,卜庆娟.共创营销：卷烟工商零面向顾客营销的新方法和新措施[J].德州学院学报,2014(6):87-90. |
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| 作者姓名： | 孙衍刚 李维华 卜庆娟 |
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| 作者单位： | 1. 山东德州烟草有限公司,山东 德州,253000
2. 北京邮电大学 经济管理学院，北京 100876; 德州学院 经济管理学院，山东 德州 253023 |
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| 基金项目： | 山东德州烟草有限公司科技创新项目 |
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| 摘 要： | 结合烟草行业的实际情况和卷烟消费市场的特点，对服务主导逻辑和价值共创的相关理论进行研究，创造性地提出了共创营销的概念，明确了其内涵和外延，构建了烟草行业实施共创营销的工业企业、商业企业、零售客户和消费者价值共创的模型，提出了工商零与顾客共创营销的新策略和新措施。最后，概括了本研究的研究结果，指出了今后的研究方向。
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| 关 键 词： | 价值共创 体验价值 使用价值 互动 卷烟 |
Co-creation Marketing:the New Methods and Measures of Cigarette Industrys,Commerces and Retails Marketing Customer |
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| SUN Yan-gang,LI Wei-hua,BU Qing-j uan.Co-creation Marketing:the New Methods and Measures of Cigarette Industrys,Commerces and Retails Marketing Customer[J].Journal of Dezhou University,2014(6):87-90. |
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| Authors: | SUN Yan-gang LI Wei-hua BU Qing-j uan |
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| Institution: | SUN Yan-gang,LI Wei-hua,BU Qing-j uan(1. Shandong Dezhou Tobacco Monopoly Bureau,Dezhou Shandong 253000,China 2. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876,Chinas3. School of Economics and Management, Dezhou University,Dezhou Shandong 253023,China) |
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| Abstract: | Combining with the actual situation of the tobacco industry and the characteristics of cigarette consumption market,this paper creatively puts forward the concept of co-creation marketing based on studying service dominant logic and value co-creation,clears its Connotation and denotation,and builds the co-creation marketing model of the tobacco industry.Second,the study come up with the new meth-ods and measures of cigarette industrys ,commerces and retails marketing customer.The last ,summarizes the research results of this study and points out the future research direction. |
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| Keywords: | value co-creation experience value value-in-use interaction cigarette |
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