基于品牌效用的多品牌企业顾客资产测量模型研究  

Research on the Measuring Model of the Customer Equity of Multi-brand Enterprises Based on the Brand Utility

作　　者：邵景波[1,2] 张明立[3] 

机构地区：[1]哈尔滨工业大学管理学院,黑龙江哈尔滨150006 [2]哈尔滨工程大学经济管理学院,黑龙江哈尔滨150001 [3]北京航空航天大学经济管理学院,北京100083

出　　处：《预测》2009年第1期23-29,共7页Forecasting

基　　金：国家自然科学基金资助项目(70571019,70771031,70372045,70802018);中国博士后科学基金资助项目(20070420839)

摘　　要：本文构建了顾客资产驱动要素的四维模型,并在此基础上借鉴传统顾客资产测量模型,提出了适用于多品牌企业的顾客资产测量模型,该模型囊括了存在交叉购买和口碑宣传的情形,使顾客资产的测量结果更加接近实际值。为使模型更具操作性,选择应用主成分分析法作为具体算法,并结合实例详细说明了顾客资产的计算过程。This paper constructs the four-dimensional model of the drivers of customer equity. It raises a customer equity measuring model for enterprises with several brands so that it makes the measuring result of customer equity is more close to the actual one, which includes the case of cross purchase and reputation publicizing, by using the traditional customer equity measuring model. In order to make the model more operable, principal component analysis is considered as calculation method and the process of calculation is elaborated with examples.

关 键 词：顾客资产 顾客终生价值 品牌效用 主成分分析 

分 类 号：F713.50[经济管理—市场营销]