客户关系管理中两股价值流分析  

Analysis of Value Streams in Two Directions in Customer Relationship Management

作　　者：潘晨隐[1] 王素芬[1] 

机构地区：[1]东华大学旭日工商管理学院,上海200051

出　　处：《工业工程》2007年第5期34-39,共6页Industrial Engineering Journal

摘　　要：客户关系中存在两个方向且相互影响的客户价值。基于企业和顾客双方的认知交互,提出用两股价值流的概念研究顾客价值,通过建立双方价值流交互过程的博弈模型,分析此过程对客户关系的影响和作用,揭示了价值流交互过程可以促进客户关系朝着价值增值的方向发展。The interactive customer values of two directions exist in customer relationship, Based on the interactions between the customer and the enterprise, the value streams in two directions have been utilized to study customer value. Meanwhile, the game model of the interaction process between the customer and the enterprise is set up to analyze the impact of this process upon customer relationship and to reveal that the interaction process of value streams can promote customer relationship development to the value-added relationship. Thereby, the research of values streams in two directions has great significance for realizing a win-win, and sound and stable relationship between enterprise and customer in customer relationship management.

关 键 词：客户关系管理 顾客价值 顾客终生价值 两股价值流 Nash博弈 

分 类 号：F224.3[经济管理—国民经济]