共创价值视角下顾客角色转变及其对企业营销战略的影响

摘要

Along with the changes in the way of value creation , customer role experienced different stages transition , such as the resource providers ,“part-time workers”, co-producers , and value creator alone .This paper analyzes the characteristics of different stages of customer role from the perspective of value creation , and its obvious difference of role and position in value creation , reveals the effect of nature changing of customer role in co -creation value mode , forma-tion basis on the marketing strategy , and puts forward marketing strategy adjustment direction of enterprise in co -crea-tion value mode .%随着价值创造方式的变迁，顾客角色经历了资源的提供者和“兼职员工”、共同生产者、价值共同创造者和价值单独创造者等不同阶段的转变。本文从价值创造的视角分析了不同阶段顾客角色具有的特征，以及其在价值创造中的作用和地位的明显差异，揭示了共创价值方式下顾客角色发生的本质变化、形成基础及其对营销战略产生的影响，并提出在共创价值模式下企业营销战略调整的方向。