基于顾客细分的顾客资产管理模式研究

The Study On Customer Equity Management Based On Customer Segmentation

将顾客作为企业的资产来管理,不仅是学术界根据前人的理论和营销实践提出的一种新理论,也是企业在逐渐深入了解客户关系管理、实施CRM平台过程中产生的迫切需求。营销战略由生产导向到市场导向再到顾客导向转移,企业经营的核心也从产品经营演变到资产经营,再发展到顾客经营阶段,顾客资产逐渐成为企业的核心战略资产。

Administrating the customer as enterprises＇ asset, is not only a new theory which proposed by academes according to predecessor＇s theory and the marketing practice, but also the urgent demand of enterprises who are adopting customer relation management strategy and implementing the CRM platform. The marketing strategy developed from product oriented to market oriented, and then to customer oriented, and the core which the enterprise manages also evolves from the product management to the asset management, and then to customer management. During this process, the customer equity gradually becomes the key strategy asset of enterprises.