Based on the perspective of evolutionary game,this paper analyzes the evolution process and its influencing factors by constructing the evolutionary game model of customer-enterprise value creation interactive behavior,and uses the MATLAB simulation tool to simulate and verify the influence of relevant parameter changes on the evolution result,so as to reveal the internal mechanism of interactive behavior coordination mechanism of value creation between an enterprise and a customer.The research results show that the customer-enterprise value creation interactive behavior presents the evolutionary characteristics of coexistence of co-creation interaction and co-destruction interaction.The improvement of resource integration ability,value co-creation efficiency,resource investment willingness and punishment can promote the coordination and stability of the customer-enterprise value creation interactive behavior,and the interaction behavior of both sides converges to co-creation interaction and finally realizes value co-creation.However,with the increase of the cost coefficient and the speculative profit,it tends to be in an uncoordinated state,and the interaction behavior of both sides converges to co-destruction interaction and ultimately resulting in the value co-destruction.