Brand Interactive Marketing To The Consumer Surplus Value

Customer surplus is the margin between the highest price the customer wills to pay for a certain amount of goods and their real market price. Although it is a conception belonging to the economic field which is more and more often used into marketing field in recent years, the width and the depth in which it is used is still not enough. In this thesis, customer surplus value is defined, which is the margin between the total customer value and the total customer cost. The research begins by looking into the effect of interactive marketing on customer surplus value, and attempts to explain the main factors of the effect, the process and the degree of the effect.Customer surplus value is the customer's subjective judgment on the goods he or she buys. Since we are in the times of experience economics, customers' requests on products and services are not only their functions, but also the satisfaction of feeling, emotion or value from the product/service. And the latter is becoming more and more important. This research on the effect of interactive marketing on customer surplus value aims to provide some new ideas to the companies on building their brands. Besides some theoretic research, the writer has carried on a positive research on two mobile communication operators in order to make the research more feasible in practice.