摘要
市场份额在很大程度上反映了企业的竞争地位和盈利能力,但这一概念并不能完整地评估企业的经营状况。多数中国企业对这一概念的理解过于片面和肤浅,直接导致的后果是企业畸形发展,市场竞争恶性循环。客观地评价市场份额,逐步理解并接受一个新的、面向未来、顾客导向的指标—顾客资产份额。
Market share reflects to a great extent profitability and competition status, but this concept cannot fully evaluate enterprise performance.Since not all Chinese enterprises develop the reaonable understanding of it, some enterprises get freakish in the course of development, which also brings about a bad cycling effect in return on those enterprises.By objectively analyzing market share, the paper guides readers to understand and accept a new customer- oriented index- Customer Equity Share.
出处
《商业研究》
北大核心
2005年第22期190-192,共3页
Commercial Research
关键词
市场份额
顾客导向
顾客忠诚
顾客资产份额
market share
customer orientation
customer loyalty
customer equity share
