顾客份额的形成机理与提高策略被引量：3

Forming Mechanism of Customer Share and Improved Strategies

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摘要随着市场份额衡量企业盈利能力和竞争优势的缺陷不断暴露,顾客份额因能更准确、更直接、更有效地衡量盈利能力强弱和竞争优势大小而成为广大企业采用的新指标,并且正在发展成为企业赢得顾客的新理念和新策略。本文将在全面分析顾客份额的基本内涵基础上,通过构建顾客份额形成机理金字塔模型深入剖析顾客份额的形成机理与影响因素,并据此进一步提出企业提高顾客份额的策略选择。 With the shortcomings of the market share measuring business＇ s profitability and competitive advantage to be exposed continually, the customer share what can more directly, more accurately and more availably measure strong or weak profitability and big or small competitive advantage is becoming a new index ad opted by many businesses, and furthermore is developing to become the new idea and the new strategy by which some businesses win customer. The article parses systemically the forming mechanism and the influence of the customer share with the pyramidal model of formation of the customer share based on analyzing roundly the connotation of it, and puts correspondingly forward some chosen strategies to raise the customer share.

作者刘建新孙明贵

机构地区西南大学东华大学

出处《商业经济与管理》 CSSCI 北大核心 2006年第5期46-52,59,共8页 Journal of Business Economics

基金国家自然科学基金项目"顾客满足的决定因素评价方法与管理方式研究"(70172039)的阶段研究成果

关键词顾客份额形成机理提高策略 customer share forming mechanism improved strategies

分类号 F713.50 [经济管理—市场营销]

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参考文献15

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