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中文摘要：
针对现实应用中移动优惠券的兑现率不高的问题,利用社会技术系统理论,并引入社会网络和口碑营销的理念构建移动优惠券的转发模式.详细阐述了该模式中技术系统和社会系统的构建方法、模式的框架内容及应用流程.
英文摘要：
The potential success of mobile coupons has gained the advertisers~ and scholars~ inter ests as a new marketing tool; however the redemption rate is not so high in reality. In order to solve this problem, we propose a mobile coupon-forwarding mode that makes use of socio-technical system theory and combine it with the concept of social network and electronic word of mouth （eWOM）. This research elaborates the ways in which technical system and social system are built. The detailed con- tents and operation process for proposed mobile coupon-forwarding mode are discussed.
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