基于顾客资产的顾客份额价值研究  

Research on the Customer Share Value Based on Customers' Assets

作　　者：朱振达[1] 

机构地区：[1]浙江师范大学工商管理学院,浙江金华321004

出　　处：《预测》2009年第5期72-76,共5页Forecasting

摘　　要：顾客终身价值概念的提出对于保持顾客、提高顾客购买价值意义重大,但可适用性有待于进一步验证,顾客份额价值概念对于企业实践操作更具有适用性。顾客份额价值包括顾客忠诚的期间价值、人气价值、持续购买价值、口碑价值、顾客为企业创造的品牌价值和企业可持续发展价值。为此,企业必须加强分众情感管理、老顾客的分级管理及建立荣誉顾客和老顾客分红制度等。The concept of customer lifetime value （CLV） plays a significant role on how to maintain customers and to improve the customer purchasing value. However, it＇ s applicability to a corporate should be gradually tested, while the concept of customer share value （CSV） can be more applicable. The CSV encompasses customer loyalty＇ s period value, customer popularity value, customer continuous purchase value, customer public praise value, corporation brand value created by the customers and corporate sustainable development value. Therefore, a corporate should enhance its institutions of focus emotional management, old customer classified management, and bonus management for honored and old cnstonlers.

关 键 词：顾客终身价值 顾客份额价值 策略 

分 类 号：F713.50[经济管理—市场营销]