基于顾客投入价值的视角捕捉免费顾客总价值——文献综述与分析框架  

Capture Free Customer Total Value in the Perspective of Customer Engagement Value:A Literature Review and Analysis Framework

作　　者：李剑南[1] 李永强[2] 邵晋[2] 

机构地区：[1]成都理工大学管理科学学院,四川成都610059 [2]西南财经大学工商管理学院,四川成都610074

出　　处：《开发研究》2014年第1期73-76,共4页Research On Development

摘　　要：免费经济模式能否成功,需要依赖对免费顾客总价值的充分捕捉。本文通过文献梳理,基于顾客投入价值的视角,从网络价值、推荐价值、影响价值和知识价值四个维度对免费顾客投入行为的价值贡献进行了研究,以建立一个评估免费顾客资产价值的分析框架;最后指出未来的研究方向。The successful application of free economics model depends on fully capturing free customer total value. Through the literature review, based on the perspective of customer engagement value, this research analyzes free customer total value of their engagement behavior. In order to assess free customer asset value, an analysis framework is provided from four dimensions, including network value, referral value, influencer value and knowledge value. Finally, the paper points out the direction of future research.

关 键 词：免费顾客 投入行为 顾客投入价值视角 免费顾客资产价值 

分 类 号：F272[经济管理—企业管理]