客户内部化的机理研究

Mechanism Research on Client Internalization

客户内部化是指企业以不同的方式、角度和程度将客户吸收到企业内部的过程,是企业实行关系营销的一种有效手段。与客户内部化相关的理论包括:客户忠诚的决定因素、科特勒的六阶段营销理论、客户认知空间理论和交易费用理论。综合这些理论可以得到客户内部化的流程分析图。对客户内部化适用条件的准确判断是进行客户内部化的前提。

Client internalization refers to the process an enterprise absorbs the clients into the interior of the enterprise by different ways, from different angles and in different degrees. It is an effective means by which an enterprise implements the relationship marketing. Theories that correlate with it include： the determinative factors of client loyalty, Kotler＇ s six-stage marketing theory, client cognition space theory and transaction cost theory. If we synthesize these theories, we can get the flow analysis chart of client internalization. An accurate judgment of the suitable conditions is the premise for carrying out client internalization.