数字化时代营销协作与顾客价值——基于共创体验与顾客赋权的整合研究

Marketing Cooperation and Customer Value in Digital Age——the Integration Research Based on the Co-creation Experience and Customer Empowerment

近年来,“互联网+”推动传统产业与互联网之间日益融合,传统企业通过与互联网行业联合,重构竞争优势,实现顾客价值的创造。聚焦于共创体验中介变量和顾客赋权调节变量,构建一个被调节的中介模型,探索数字化时代营销协作对顾客价值的影响机制并提出研究假设。以广东地区企业为研究对象,利用中高层管理人员的调查数据,综合采用结构方程模型、层级回归和调节路径分析方法进行假设检验。研究结果表明,营销协作通过共创体验的中介机制最终实现顾客价值的创造,顾客赋权正向调节共创体验的中介效应,存在被调节的中介效应。也就是说,营销协作对顾客价值的影响必须通过提升共创体验来实现,同时,顾客赋权感知越高,这个过程越容易实现。研究结果为理解数字化时代营销协作与顾客价值之间的关系提供了理论依据,为传统企业在数字化时代推行营销协作战略,并通过共创体验的建立和传递,实现顾客价值的创造提供了新思路。

In recent years,as the Internet+increasingly promotes the integration of traditional industry and the Internet,traditional enterprises reconstruct competitive advantage to achieve the creation of customer value through the cooperation with Internet industry.Focusing on the co-creation experience as the mediator and the customer empowerment as the moderator,this paper constructs a moderated mediation model and addresses the mechanisms between marketing cooperation and customer value and proposes related hypotheses.A hypothesis test is conducted based on the survey data of the managers from the enterprises in Guangdong by structural equation model,hierarchical regression and moderated path analysis.The results reveal that marketing cooperation enhances customer value through the mediating effects of co-creation experience;customer empowerment has a positive moderating effect on the mediation effects of co-creation experience;the proposed moderated mediation effects exist.That is to say,marketing cooperation contributes to customer value through the process of improving co-creation experience.Meanwhile,the higher the degree of customer perception of empowerment,the easier the process will be realized.This paper provides theoretical basis of the relationship between marketing cooperation and customer value in digital age.The results provide new insights for traditional enterprises to promote marketing cooperation strategy,and create customer value by developing and conveying co-creation experience in digital age.