Research On Collaborative Marketing Between Enterprise And Customers At The Age Of Participation

Nowadays, cheap computers and mobile phones, low cost of internet access, and open-source software have made consumers gradually mastering the initiative of information. The initiative appears not only at the easy access to information, but also appears at consumers’ability to create information. The emergence f this phenomenon have also given rise to the age of participation. In the era of participation, enterprises’ marketing activities are also undergoing profound changes. Marketing is not just about simple selling products or service and is not just simple customer relationship management. It needs enterprises perform more in-deep communication and dialogue with customers through customer participation, customer authorization, and customization so that meeting the needs of customers in the mental, emotional, and functional aspects. Thus the collaborative marketing between enterprise and customers will play a role.At present, academia has no precise definition of the collaborative marketing between enterprise and customers. Relevant studies focused on customer participation, customer authorization, and customization. Customer participation research focused on the dimension, the level, and the effects. Customer authorization research focused on the dimension and the factors. Customization research focused on two aspects: customization based on production and customization based on marketing. The literature researches have laid a solid foundation and provided a good reference of collaborative marketing, but they did not explicitly put forward the concept of collaborative marketing. There is no effect of depth study in the intention, content, and effect of collaborative marketing.By concluding former research, combining with the background of participation era, using theoretical analysis, surveys, case study, and other research methods, the paper aims to clearly put forward the concept of collaborative marketing and finish the research of collaborative marketing intention, content, and effects. In this study, a questionnaire survey of180questionnaires were collected as a source of small sample analysis. Data analysis found that the willingness of collaborative marketing is pretty strong and the content can be divided into product, price, place, promotion, and other aspects.On the basis of theoretical analysis, combined with case analysis and the results of data analysis, three basic conclusions are drawn in this paper. First, because of consumer role changes and value creation system updates, the collaborative marketing between enterprises and customers will be a development trend at the age of participation. Second, enterprises which are in the downstream of value chain with high degree of competition is relatively suitable to carry out collaborative marketing with customers. Third, product design and promotion of enterprises’marketing are more suitable to do the implementation of collaborative marketing with customers.