顾客价值链探析  

A Study of Customer Value Chain

作　　者：崔迅[1] 袁小霞[2] 

机构地区：[1]中国海洋大学管理学院,山东青岛266071 [2]中国海洋大学经济学院,山东青岛266071

出　　处：《中国工业经济》2005年第12期108-114,共7页China Industrial Economics

基　　金：山东省社会科学规划研究项目"顾客价值链及其营销战略研究"(批准号04CJJ04)

摘　　要：顾客不仅仅是“经济人”、“消费人,”更是“生活人,”消费行为是其生活活动中的一个环节。研究顾客需求、顾客价值,制定有效的营销战略应该从顾客生活角度出发。生活价值追求形成顾客生活价值链;往往某一生活活动由若干种消费活动组成,各相关消费形成顾客追求生活价值的一个“组合消费价值链;”而某一消费行为是其中一个基本组成单元,单项消费的各有关环节组成“单项消费价值链,”与其他相关生活、消费行为紧密关联。企业的产品经营可以通过顾客价值链营销,提升顾客有关生活价值体系的整体价值水平,来营造良好的产品生态环境,提高顾客满意度和产品营销水平。A customer is not only an “economic person” and “consumer” ,but moreover also a “living person”, in the fact that consumer behaviors are part of his/her life activities. Therefore,it should take the angle of a customer＇s life to study customer needs,value and make any effective marketing strategies. What life value a customer seeks usually forms his/her life value chain. In general,one life activity consists of several consumer activities,and various related consumptions generate a “combined consumption value chain” of a customer＇s valueseeking. As element of this value chain, each individual consumer behaviors also have various segments which form a “single consumption value chain” closely associated with a customer＇s life and consumption behaviors. Sells of a company＇s products can be promoted by the channel of customer value chain. Through increasing the overall standards of customers＇ life values,one can foster a healthy selling environment of a product so that both customer satisfaction and sells are increased.

关 键 词：顾客价值链 生活人 顾客价值生态体系 组合消费 ABUP营销战略 

分 类 号：F270[经济管理—企业管理]