卷烟是一种特殊的产品，顾客在消费过程中表现出个性化、情境化等特点，以顾客为中心的工商零与顾客共同创造价值的共创营销是一种有效的新理念和新方式。首先，本研究以 D 市为例分析了农村卷烟消费市场的消费容量、销售现状、个体消费和集体消费特点。其次，从宏观(政治法律、经济、社会文化)和微观(工业企业卷烟供应能力、卷烟商业企业的营销能力、卷烟零售客户的经营能力)两个视角探讨了农村卷烟消费市场价值共创的影响因素。最后，从卷烟工业企业、商业企业、零售客户三个层面提出了实施价值共创的对策建议。%Cigarette is a special kind of product,and in the process of consumption,customer shows up personalized and contextualized characteristics,so value co-creation marketing is an effective new ideas and new ways. First, this study analyzes the rural cigarette consumption market,such as consumption capacity,the sales situation,individual and collective consumption characteristics .Second,from the perspective of macro and micro,the study explores the influence factors of value co-creation on rural cigarette consumption market,finally,the suggestions on implementating value co-creation are puted forward from three aspects(cigarette industrial enterprises,commercial enterprises and retail customers).
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