The Empirical And Strategic Research On Tabacco S Company's Interaction Capabilities With Customers Based On Value Co-creation Perspective

As national monopoly industry,China Tobacco has been protected by legislation for a long time,exercising exclusive state trading and selling.With the protection of the monopoly system,China Tobacco has made the great contribution to China's tax revenue.In the year of 2018,the total pre-tax profit of China Tobacco was 1,155.62 billion Yuan,and the industry has paid 1000.08 billion Yuan into the central treasury.The internalization and closure of China Tobacco industry caused by the monopoly system make Chinese people,even its consumers feel unfamiliar and mysterious to this industry,which to some extent indicates that the dialogue and interaction mechanism between China Tobacco companies and consumers is deficient.As one of 19 tobacco industrial enterprises in China,with weak competitiveness,S company and other domestic tobacco manufacturing companies are facing strong market competitive pressure.For a long time,the industry is product-centric,rather than customer-centric.The industry believes in the Commodity Dominant Logic,rather than Service Dominant Logic.Furthermore,Chinese tobacco companies are overly dependent on industrial and commercial cooperation,rather than the importance of customers to the value creation.Therefore,there is no customer participation and customer interaction in China Tobacco industry.The Research's target is to find out the mechanism system between S company's interaction capabilities and value co-creation.By the means of searching the literature and constructing the framework of the Value Co-creation theory and Interaction theory,the current situation and problems of the S company's interaction between consumers are analyzed.To analyze and solve these problems and make the optimization strategy directive,systematic and scientific,the research use Value Co-creation and Interaction Capabilities Model and its measuring scale,doing empirical research based on questionnaire to find out the dominant factors which help S company promote its interaction and value co-creation with its customers.Last but not least,based on the facts of S company's interaction and its capabilities,and the conclusion of empirical study,the research develops the optimizing strategy for promoting interaction capabilities in network,technological,interpersonal and managerial perspective.In addition,the research concludes operational and specific solutions to resolve the S company's lack of interaction capabilities and help the S company taking actions to interact with customers,which is helpful to company and customers value co-creation.Consequently,customer consumption experience,satisfaction and loyalty could be improved,and the performance and image of the company could be promoted accordingly.Because of the strong homogeneity of Chinese tobacco companies,the research's conclusion have a guiding rule and reference significance for other tobacco companies,meanwhile,it would promote the transformation and upgrading of China Tobacco industry,and help the industry achieve high-quality development.There is two points of innovation in the research.One hand,the research explained the relationship between the S company's interaction capabilities and value co-create.Based on the existing literature and scale,combining with the S company's situation,the research indicated that the influencing mechanism between company's interaction capabilities(network,interpersonal,technological and managerial capabilities)and co-create value(use value,experience value,satisfaction,loyalty,brand value and market share).On the other hand,the object and method of the research are innovative.There is few literature on tobacco companies' interaction capabilities and co-create value.In terms of research methods,the research adopted qualitative and measurement research methods.Empirical research is taken as the basis for the strategy's proposal,which has the innovation significance.