基于顾客价值的消费者购买决策模型  

Customer Purchasing Model Based on Individual Customer Value

作　　者：陈新跃[1] 杨德礼[1] 

机构地区：[1]大连理工大学管理学院,辽宁大连116024

出　　处：《管理科学》2003年第2期59-62,共4页Journal of Management Science

基　　金：国家自然科学基金资助重点项目 ( 70 0 310 2 0 )

摘　　要：顾客价值已经成为企业竞争优势的新来源和企业发展战略的重要内容 ,随着“以顾客为导向”思想在市场营销中的确立 ,市场营销理念经历了顾客满意、顾客忠诚到顾客价值的变化。通过对顾客价值认知的系统分析 ,将影响顾客价值认知的产品价值、顾客成本、顾客需求、顾客个性特征等多个因素进行有机结合 ,通过导入顾客价值需求系数 ,建立了产品价值供给与顾客价值需求之间的定量关系 ,从而弥补了以往关于顾客价值研究方面质与量不能兼顾的不足 ,使顾客价值评价模型不仅考虑了顾客价值的质 ,而且还考虑到顾客价值数量上的供需平衡 。Customer value has been the new source of enterprise achieving competitive advantage and the focus of enterprise strategy. With the establishment of marketing philosophy of 'customer orientation', the marketing philosophy experiences the change from customer satisfaction to customer loyalty, and then customer value. Analyzing the principle of customer value perception, the paper integrates various factors that impact on customer value, namely, the product value, customer cost, customer demand, customer characteristic.By introducing the coefficient of customer value, the quantitative relationship between supply of product value and demand of customer value is built. The lack of customer value equilibrium between quality and quantity in relevant research is solved.

关 键 词：顾客价值 产品价值 顾客成本 顾客需求 顾客特征 市场管销 

分 类 号：F713.50[经济管理—市场营销]