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中文摘要：
随着信息技术发展和社交媒体的应用,企业与消费者互动实现共创价值日益成为重要的营销活动。学术界对互动导向和共创价值已有一些研究成果,但并没有揭示基于共创价值前提下的互动导向的影响因素与产生结果。本文以共创价值为理论基础,构建互动导向的理论框架,提出相应假设,利用275个样本数据检验了基于共创价值的互动导向与其前因变量与结果变量之间的关系。研究结果表明：领导关注、领导参与、员工激励和制度压力对互动导向具有正向影响,互动导向对基于顾客的关系绩效与盈利绩效具有正向影响。研究结论丰富了营销战略理论,对企业制定决策具有指导意义。
英文摘要：
With the development of information technology and application of social media,the interaction of firm and customer has become an important marketing actitivites and academic researches also have been born.Howerer,there are no value explainantion in interaction orienataion and no empirical analysis in co- creating value.This paper built the framework of interaction orientation and proposed hypothesizes based on co-creating value.We tested the relationship between antecedent and consequent of interaction orientation through the sample 275.The research enriched the theory of marketing strategy and benefit for decision of marketing strategy by marketer.
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