摘要：Abstract: The overlapping effect originates from an extension of Mendel's law in genetics, where one of the interactions between non-alleles is called "additive effect". It is more applied in studies on overlapping brand niches in marketing today, with relatively few researches on continuous customer value creation characterized by user adhesion and need matching. Based on the "need matching" and "user adhesion" that feature the mobile Internet era, this paper proposes a model for continuous customer value creation based on overlapping marketing. According to the grounded theory, this article extracts three types of factors, namely, demand effect, user effect, and overlapping marketing that affect the continuous customer value creation in the smart terminal business. From the perspective of service perception, this research explores how overlapping marketing affects product requirement matching and user adhesion based on a survey of 491 samples, and validates the theoretical model and hypotheses. It is found that overlapping marketing can effectively enhance need matching, improve user adhesion, and increase customer value. This research not only addresses the confusion regarding need matching and user adhesion in the communications market, but also reveals how the smart terminal business affects continuous customer value creation in the era of the mobile Internet through overlapping marketing, combined with need matching and user adhesion.
关键词：word-of-mouth marketing; Sales promotion; need matching; user adhesion; continuous customer value creation
