基于顾客资产管理的顾客细分及驱动因素研究  

Research on Customer Segmentation based on Customer Equity Management and Driving Factors

作　　者：何小洲[1] 钟欣芯[1] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400030

出　　处：《商业研究》2013年第11期54-61,共8页Commercial Research

摘　　要：基于Rust的顾客资产概念模型和营销回报模型,本文利用国内三家经济型酒店的顾客资产数据进行竞争力分析,并基于顾客盈利能力的不同,对三家经济型酒店进行了顾客细分,分析了顾客资产的子驱动要素对不同层级顾客的影响,结果表明不同盈利能力的顾客最关注的驱动因素不尽相同,关系资产是经济型酒店行业中盈利能力最强的顾客群体所关注的焦点。This paper compared customer equity data of three China＇s economical hotels on the basis of Rust＇s customer equity model and marketing return model. In addition, this paper carried on customer segmentation according to customer profitability and analyzed the effects of sub - driving factors of customers equity on different levels of customers in three China＇s economical hotels. The result showed that different levels of customers had different most - influenced driving factors. In the industry of China＇s economical hotels, relationship equity had the most important impact on customers who had the strongest profitability.

关 键 词：顾客资产管理 驱动因素 顾客细分 经济型酒店 

分 类 号：F279.14[经济管理—企业管理]