郑 凯，王新新

• 1:上海财经大学 国际工商管理学院，上海 200433

摘要(Abstract)：

顾客独立创造价值是指顾客在一定的社会情境下利用知识、技能、企业的产品与服务乃至顾客本身的社会角色和位置以及与其他社会成员的相互关系等各种资源，通过与产品或者与其他顾客的互动进行价值创造的动态过程；企业成为价值创造的协助者，为顾客提供平台和资源。本文着重研究顾客在互联网中通过社会互动进行的价值创造。随着操作性资源的数字化、社会互动行为的线上化以及顾客社群形成的互联网化，互联网正成为顾客通过社会互动进行价值创造的重要平台。研究互联网条件下顾客独立进行的价值创造对于价值创造理论的发展和营销管理实践都具有重要意义。本文首先分析了互联网对顾客独立创造价值的重要影响；接着提出了研究互联网条件下顾客独立创造价值问题的理论基础，包括营销资源理论和社会结构理论；然后提炼出顾客在互联网条件下独立创造价值的路径，包括弱关系互动与信息流动以及强关系互动与情感回应；最后对未来研究方向进行了展望。

关键词(KeyWords)： 互联网；顾客独立创造价值；顾客主导逻辑；社会情境价值

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 郑 凯，王新新

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