随着社会发展和消费文化的变迁，顾客角色发生了根本性的转变。顾客越来越多地介入到企业的价值创造活动中，并且表现出与企业共同创造个性化产品或服务的强大能力。企业也逐渐意识到与顾客合作、利用顾客融入能力提高企业竞争优势的重要性。因此，传统的以企业为主导的产品导向营销模式受到挑战，而鼓励顾客融入、共同创造价值的互动导向营销模式备受企业界和学术界的关注。本项目结合中国环境下企业和顾客的特点，重新界定顾客融入和共创价值的涵义与维度，开发相应的量表；从企业、顾客和环境多角度出发，探索前因变量对顾客融入的影响作用；在此基础上，构建顾客融入与共创价值关系及其前因变量和结果变量的理论模型，并选取不同行业进行实证研究。研究成果将丰富拓展客户管理、关系营销和营销战略等相关理论，推动我国有关顾客融入和共创价值的研究，改进我国企业对顾客融入行为的管理水平，并有助于增强我国企业的价值共创能力和可持续竞争优势。

The role of customer changes as the transformation of social development and consumption culture. Customers, who are increasingly involved in the value creation activities of the company, demonstrated the ability to create personalized products or services together with companies. And the companies began to realize the value of co-operation with customers, and the importance of increasing their competitive advantages through the customers' abilities. Therefore, the traditional firm-oriented value creation model is being challenged, and a new model of encouraging customers' engagement and value co-creation is receiving concern. According to the characteristics of Chinese enterprises and customers, this project redefined the definition and dimensions of customer engagement and co-creating value, developed the scales of these two core concepts, analyzed the influences of the antecedents, developed the theoretical model for antecedents and consequences of the relationship between customer engagement and co-creating value, and verified the model with the data from different industries. The project will contribute to the theoretical enrichment of service management, relationship marketing and consumer behavior, improvement of the researches on customer engagement and co-creating value in China, improving the management level of customer engagement and enhancing the company's ability of value co-creation and competitive advantages.