基于全面顾客参与的顾客资产管理

Customer Equity Management Based on Total Customer Participation

在当前的经济发展趋势和市场环境下,培育和形成企业自身的优质顾客资产已经成为企业生产经营活动的核心问题。目前关于顾客资产的研究主要集中在对顾客资产概念和理论的阐释及对顾客资产的评估等方面,本文中,作者引入全面顾客参与的理念和模式,首次对顾客资产的运营和管理进行了探讨,分析了全面顾客参与在有效地达成企业与顾客的价值融合、减少和消除双方的利益壁垒和各种疑虑、提升顾客资产的价值创造性方面的作用和意义,提出了基于全面顾客参与的顾客资产管理模型。

In the current trend of economic development and market environment, how to cultivate and develop qualified customer equity has become the core issue in production and business activities of any company. The present study about customer equity focused on concepts and theories explanation. In this paper, the concept and model of a total customer participation（TCP） was introduced, in which for the first time, the operation and management of customer equity was discussed with the following aspects elaborated： significance otTCP in effective integration of the value of business and customers, reducing and eliminating barriers in the interest of both sides, and improving creativity of customer equity value. Finally a model of customer equity management based on TCP was proposed.