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Web2.0下顾客参与共创品牌价值研究 被引量:9

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摘要 在Web2.0技术给顾客参与行为带来的变化的基础上,本文探讨了顾客参与共创品牌体验价值的机制,并从借助调节定向识别参与偏好、引导虚拟社区顾客公民行为、提升顾客参与网络嵌入水平和激发顾客参与自我效能感等四个方面提出了Web2.0环境下顾客参与共创品牌体验价值的关键治理思路。
作者 姚琦 邓玉成
出处 《企业管理》 北大核心 2016年第6期108-110,共3页 Enterprise Management
基金 国家自然科学基金(编号:71102166)的阶段性成果
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