顾客资产经营的动因及思路

Analysis of Customer Equity Management Motive and Thoughts

顾客资产的提出是基于在企业生产经营的各种要素中,只有忠诚的顾客才能为企业持续创造价值,因此顾客资产对企业获取竞争力的影响作用日显重要。从对“顾客资产”的认识出发,提出了“顾客资产”是企业战略核心资产的思想。随着市场营销重心的转变,企业的经营者必须实施从吸引顾客到维系顾客的转变,从品牌资产向顾客资产的转变。通过分析顾客的终生价值,对顾客资产经营的思路作了一定的探讨。

Customer equity is based on the concept that only the loyal customers may continue to create benefits during the enterprise operation. It has become an important factor of the competitiveness of enterprises. Started with the introduction of the customer equity, proposed that customer equity is strategic asset for the enterprise. As the change for the marketing direction, the enterprise operator has to convert to maintain the relationship with the customer equity from brand equity. With the analysis of the customer lifetime value, also provided tentative implication on how to manage customer equity.