Symbiotic Marketing Models and Strategies in the Consumer Value Chain

In order to attain a life purpose, customers tend to engage in interrelated consumption activities. Through these activities, customers form a chain of collective consumption values. Correspondingly, the interrelated products as well as enterprises develop a kind of symbiotic relationship, a ”product ecosystem”. Based on the conditions of the enterprises and their products and directed at the types and characteristics of the consumer value chain, enterprises can adopt symbiotic marketing models such as marketing of group products within one company, marketing partnership between multiple companies, or integrated marketing through a third party. The symbiotic marketing strategies that can be derived from these models include derivative correlation, type correlation, topic correlation, and mixed correlation.