| 摘要: |
| 随着我国“双碳”战略的实施及数字技术的发展,越来越多化妆品企业开始践行低碳发展理念,深入探讨低碳环境下化妆品营销的顾客契合势在必行。从顾客感知与价值共创理论出发,结合数字技术媒介来探讨化妆品低碳营销的顾客契合影响机制,并使用SPSS软件对低碳化妆品的消费意愿调研数据进行多元线性回归分析。研究发现:顾客对低碳化妆品的功能价值、感知牺牲以及社会价值的认同度越高,顾客契合程度也越高；顾客对低碳化妆品功能价值与社会价值的重视程度基本相同；数字化情境简单、有趣、快速的特点显著影响顾客对低碳价值共创活动的参与意愿,进而影响顾客契合。据此提出了升级企业营销模式、结合功能消费与情感消费同顾客进行互动的化妆品低碳营销建议。 |
| 关键词: 低碳营销 顾客契合 顾客感知价值 价值共创 数字化情境 |
| DOI：10.13216/j.cnki.upcjess.2022.06.0012 |
| 分类号:F274 |
| 基金项目:国家自然科学基金青年项目(71602187) |
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| Customer Engagement Research on Low-Carbon Cosmetics Marketing Based on Customer Perception and Value Co-creation |
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FAN Shuiqing, GUO Jingyi, ZHANG Yin
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(School of Economics and Management, China University of Petroleum(East China), Qingdao 266580, Shandong, China)
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| Abstract: |
| It is imperative for cosmetics manufacturers to explore customer engagement in cosmetics marketing for low-carbon development within the context of achieving the "carbon peaking and carbon neutrality" target and promoting digital technology. Applying digital media technology, this paper discusses the influencing mechanism of customer engagement on low-carbon cosmetics marketing from the perspective of customer perception and value co-creation theory and conducts multiple linear regression analysis of consumer intent data for low-carbon cosmetics with SPSS software. The research showed that the higher the customers recognition of the perceived functions, perceived sacrifice, and perceived social value, the better the customer engagement fits, putting roughly equal emphasis on perceived functions and social values. It also suggested that simplicity, agreeableness and quick response characterized by digitalized means of marketing have an appreciable effect on consumers willingness to participate in low-carbon value co-creation activities, hence affecting customer engagement. In the final analysis, we propose upgrading corporate marketing and employing both pragmatic and emotional marketing for customer interactions as a low-carbon cosmetics marketing strategy. |
| Key words: low-carbon marketing customer engagement customer perceived value value co-creation digitalized means of marketing |
