以市场为导向的顾客价值管理流程  

The Market-Oriented Customer Value Management Process

作　　者：张婧[1] 王勇[1] 

机构地区：[1]华中科技大学,湖北武汉430074

出　　处：《改革与战略》2008年第2期30-33,共4页Reformation & Strategy

基　　金：国家自然科学基金(项目批准号:70402012);中国博士后科学基金(项目批准号:20060390845)资助

摘　　要：高水平的市场导向有助于企业创造优良的顾客价值,增加顾客满意度和顾客忠诚,进而带来差异化竞争优势,并最终导致满意的绩效回报。顾客价值是一个主观的、相对的、动态的和具有层次性的概念,基于顾客价值形成的理论模型,可以构建一个以市场为导向的顾客价值管理流程,包括顾客价值学习、顾客价值沟通、顾客价值创造和交付、顾客价值监控和反馈等四个环节。High-level market orientation is helpful for firms to create superior customer value, improve customer satisfaction and customer loyalty, and then bring about differential competitive advantage, then uhimately give rise to satisfactory performance. Customer value is a perceptual, relative, dynamic and multi-dimensional concept. Based on the conceptual model of customer value formation, a market-oriented customer value management process could be constructed, which includes rotor stages： customer value learning, customer value communications, customer value creation and delivery, and customer value monitor and feedback.

关 键 词：市场导向 顾客价值 顾客价值管理 

分 类 号：F274[经济管理—企业管理] F321[经济管理—国民经济]