中文摘要：

随着消费实践的发展，价值创造已突破共创价值这一传统模式。本文提出并构建顾客主导逻辑下顾客单独创造价值理论。研究发现：顾客主导逻辑下顾客单独创造价值是顾客将企业提供的产品作为潜在价值投入自身消费过程．并结合其他资源和技能创造自己期望的价值：其内在机理是顾客通过消费生产过程实现自我发展并满足自我决定的独特心理需求。是人类本能的体现：其实质是顾客试图摆脱以企业为中心的价值创造网络体系。重新构建以自己为中心的价值创造网络体系；顾客单独创造的价值虽仍为使用价值，但以体验价值为主，且具有动态性、集体性、共享性等特征。这要求企业转变经营理念，从“我们的产品能为顾客带来什么价值”转变为“顾客如何利用我们的产品进行价值创造”．通过帮助顾客构建以顾客为中心的价值创造网络体系实现企业自身价值增值，同时提出从“活动忠诚”到“品牌忠诚”的顾客忠诚培养模式。

英文摘要：

The development of consumption practices has broken through the value co-creation paradigm. This article proposes and constructs the theory of customer sole value creation. The findings are as follows. Firstly, customer sole value creation in customer dominated logic can be defined as a process that customers use the products that corporations provide with and other available resources to create new expected products, and the value they create is still value-in-use, but has a lot of new features, such as dynamic, sharing and multiple; There are no direct interactions between customers and corporations during the value creation process. Secondly, the internal mechanism of customer sole value creation is that customer gains self-development and self- determination through value creation activities, which is a reflection of human nature. Thirdly, the essence of customer sole value creation can be seen as customers want to break through restrictions of corporation＇s value creation system and build a new value creation system, and customers are in the center of the new system. Marketing implications are also discussed in this article. First, corporations should change their managerial philosophy from ＂what their products can supply for customers＂ to ＂how customers use their product in consumption practices＂; Second, this article also proposes a new pattern to build customer loyalty, which is from ＂value creation practice loyalty＂ to ＂customer loyalty＂.