基于CLV的体验营销的价值研究  

Research on the Value of Experiential Marketing Based on CLV

作　　者：张德鹏[1] 陈少霞[1] 

机构地区：[1]广东工业大学管理学院,广州510520

出　　处：《管理学家（学术版）》2010年第11期12-27,共16页

基　　金：广东省哲学社会科学"十一五"规划项目:零售企业体验服务与CLV的关系研究(编号:090-21)

摘　　要：顾客对体验需求的发展、体验所带来的优越性、以及市场竞争的激烈化,促使体验营销应运而生。体验营销作为新的战略武器,其对企业盈利的作用与价值备受关注。本文在回顾现有研究成果基础上,寻找出能够更准确反映顾客赢利性及企业盈利状况的指标——顾客终身价值(CLV)以衡量体验营销的价值。然后,以广州市的12家具有代表性的零售业务机构的顾客为调查对象,实证研究体验营销对CLV的影响。结果表明,体验营销对口碑宣传行为、顾客满意具有显著性正向效应,对价格灵敏度具有显著性负向效应,由此正向影响CLV;并且,体验营销与CLV的关系受到环境动荡性的调节作用。最后,针对研究结果,提出相应的管理建议。The requirement and superiority of experience and market competition promote experiential marketing emerging.As a new strategy,the value of experiential marketing has been concerned.With recalling the existing research,this paper finds out a tool named customer lifetime value（CLV） to measure the value of experiential marketing,which can better evaluate customer profitability and corporate profit.And then,the impact of experiential marketing on CLV is explored through investigating customers of twelve retail organizations in Guangzhou.The results show that experiential marketing has significant positive effect on CLV by affecting wordof-mouth behavior and customer satisfaction positively,and affecting price sensitivity negatively.In addition,environment turbulence has moderating effect on the relationship between experiential marketing and CLV.Finally,some suggestions are proposed for optimal management.

关 键 词：零售 体验营销 顾客赢利性 CLV 

分 类 号：F063.2[经济管理—政治经济学]