工程管理中的顾客价值链运行机理研究(英文)  

Study on mechanism of customer value chain working in engineering management

作　　者：胡乔宁[1] 王要武[1] 胡乔迁[2] 

机构地区：[1]哈尔滨工业大学管理学院,哈尔滨150001 [2]哈尔滨工业大学研究生院,哈尔滨150001

出　　处：《哈尔滨商业大学学报（自然科学版）》2008年第1期81-87,共7页Journal of Harbin University of Commerce：Natural Sciences Edition

基　　金：国家十五重点攻关科技专题(2004BA209B03)

摘　　要：在对顾客期望价值和顾客感知价值形成过程分析的基础上,确定了顾客价值链运行的基本条件,即为顾客提供达到其满意的让渡价值.以顾客为导向策略是实现这一目标的有效途径.通过对顾客价值链中不完全信息和消费者有限理性的分析,将顾客和企业之间界定为围绕企业及工程产品或服务声誉的有限次重复博弈关系.在保证长期利益最大化的前提下,企业可灵活地采用向顾客发送价值信息或向顾客提供令其满意让渡价值的各种策略组合.依据博弈论原理建立了顾客价值链声誉的两阶段模型,并给出了企业建立声誉和不建立声誉的效用函数.研究结果为优化顾客价值链的声誉策略提供了理论依据.The fundamental factors of customer value chain working are explicated, that is the delivered value satisfied the customers, based on the analysis of customer expected value and customer perceived value＇s forming process. The application of information system and the strategy guided by the customer are the effective way to achieve the objective. The relation between customer and corporation is defined as infinitely repeated game on the reputation of corporation or engineering product and service in point of the analysis of incomplete information and customer limited rational. On the premise of long-term maximizing interest, corporation can flexibly adopt any strategy combination of sending value information or delivered value that satisfied customers. According to game theory, a two-period model of customer value chain reputation is set up. The utility function of reputable and non-reputable corporation is simultaneously given. The investigate result would provide theoretical foundation for the optimization of customer value chain reputation strategy.

关 键 词：顾客 价值链 机理 博弈 工程管理 

分 类 号：F270.5[经济管理—企业管理]