基于顾客行为层次的价值分析与管理策略

Value Analyses and Management Strategies Based on the Hierarchy of Customer Behaviors

目前从顾客行为角度强化顾客价值分析与管理,已成为现代企业赢得未来竞争的关键。本文深刻剖析了顾客价值的基本内涵,构建了顾客行为层次分析模型,并以此为基础,研究了基于不同类型顾客的价值管理策略。研究表明:本文所提出的理论分析模型与方法,可以有效探究各类顾客的顾客满意度、忠诚度和顾客价值之间的内在规律,对提高企业顾客价值分析和管理的科学化水平具有很强的现实意义。

It is the key for modem companies to win the future competition to strengthen the analysis and management of customer value from the aspect of customer behaviors. This paper discusses profoundly the whole meaning of customer values, establishes a hierarchy model of customer behaviors, and puts forward strategies of customer value management based on different kinds of customers. The model and methods proposed in the paper can be employed to explore the inherent law among customer satisfaction, loyalty and customer value effectively, so as to improve companies＇ customer value analysis and management.