基于顾客让渡价值的网络营销策略研究  

Study on the Network Marketing Strategy Based on the Customer Delivered Value

作　　者：王向晖 WANG Xiang-hui(Deptment of Management, Fujian Chuanzheng Communications College, Fuzhou 350000, Fufian, Chin)

机构地区：[1]福建船政交通职业学院管理工程系,福建福州350000

出　　处：《江苏经贸职业技术学院学报》2017年第5期18-21,共4页Journal of Jiangsu Institute of Commerce

摘　　要：在网络营销中提高顾客让渡价值,具有增强企业竞争优势的重要意义。分析顾客总成本和顾客总价值的构成因素,提出增加顾客总价值、降低顾客总成本以提高顾客让渡价值的方法。网络营销企业应不断创新,采取各种措施增加顾客总价值并降低顾客获得商品的总成本,使顾客让渡价值最大化,从而赢得市场,最终实现企业的可持续发展。In the online marketing, it is important to improve the customer delivered value for strengthening the corporate competitive advantages. This paper analyzed the components of total customers cost and the total customers value and proposed how to raise the total value of customers and reduce the total cost of customers for improving the delivered value of the customers. The network marketing enterprises should take various measures to increase the customer＇s total value and reduce the total cost of the goods that customers obtain, thus to maximize customer delivered value and win the market, with the aim to realize the sustainable development of enterprises.

关 键 词：顾客让渡价值 网络营销 顾客总价值 

分 类 号：F710[经济管理—产业经济]