顾客资产研究的关系视角  

Study on Customer Assets from a Relationship Respective

作　　者：张国军[1] 陈传明[2] 

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210046 [2]南京大学商学院,江苏南京210093

出　　处：《中国工业经济》2006年第7期103-109,共7页China Industrial Economics

基　　金：国家自然科学基金项目"企业战略调整的内部影响因素研究"(批准号70472045)

摘　　要：随着顾客导向时代的到来,顾客的生命线作用和顾客作为企业战略资产的价值已日益为人们所认同和重视。然而,10年来,人们对顾客资产价值的认知,主要还停留在顾客资产的货币价值层面上。而实际上,除货币价值外,顾客资产还存在极为重要的、不容忽视的非货币价值。本文结合“顾客角色”定位理论,对顾客资产价值进行了较为全面和深入的剖析,指出顾客资产价值的基石在于顾客关系。文章还对伙伴式顾客关系的本质特征做了分析,并认为企业顾客资产的运营活动应该自始自终紧扣“顾客关系”这根弦。With the customer-driven era coming, customers＇ lifeblood role and their strategic assets value have been acknowledged and stressed increasingly. However, during the present decadal, the cognition on customer assets value is still stagnant at the money value. In fact, customer assets have the vital un-neglectable non-money value, besides the money value. This paper analyses customer assets value comprehensively and deeply according to ＂customer role＂ theory. It presents that the cornerstone of customer value lies in customer relationships. The essential traits of partnerships are also investigated in this paper. It shows that customer assets operation should always be focused on customer relationships from beginning to end.

关 键 词：顾客资产 顾客资产价值 伙伴关系 顾客资产运营 

分 类 号：F270[经济管理—企业管理]