社会化媒体视角下顾客终身价值提升策略研究——以莆田鞋业电商为例  

Research on customer lifetime value enhancement strategies from a social media perspective:A case study of Putian on-line shoe stores

作　　者：林欣欣[1] 

机构地区：[1]湄洲湾职业技术学院工商管理系,福建莆田351254

出　　处：《无锡职业技术学院学报》2015年第3期54-57,61,共5页Journal of Wuxi Institute of Technology

摘　　要：基于WEB2.0技术的社会化媒体以其互动、对话等突出特征成为大受企业欢迎的营销新应用,文章从社会化媒体对顾客终身价值的作用机理入手,结合莆田鞋业电商和业内代表性企业顾客终身价值现状,深入分析了企业忽视顾客终身价值提升的原因和后果,提出社会化媒体视角下提升顾客终身价值的现实路径。Social media based on WEB2.0technology with its salient features of interactive and dialogue have become greatly welcomed of enterprises＇ new marketing applications.The paper starts from the mechanism of social media for customer lifetime value,combining Putian on-line shoe stores and the status quo of representatives enterprises＇ customer lifetime value,in-depth analyses the causes and consequences of the companies that ignore customer lifetime value enhancement,proposes realistic paths to enhance customer lifetime value from a social media perspective.

关 键 词：社会化媒体 顾客终身价值提升 莆田鞋业电商 

分 类 号：F713.52[经济管理—市场营销]