移动电子商务中的客户价值理论探析

Analysis on Theories of Customer Value in Mobile Electronic Commerce

在当前大多数行业买方市场的前提下,客户是企业的重要资源之一。企业之间由产品、技术和人才的竞争逐步向客户竞争转变。随着网络经济的迅猛发展,顾客对产品和服务的需求也呈现多样化;而移动电子商务的迅速崛起,更对传统的客户关系理论提出了新的挑战。移动运营企业必须在了解移动电子商务市场的基础上,客观全面地评价客户价值,构建全新的适合移动电子商务市场发展的客户关系理论。

Under current buyer markets, the customer is one of the important resources of the business enterprises, competitiveness among enterprises has been gradually changed from product ,technique and the talented persons to the customer＇s competition .Along with the fast development of the network economy,the need of customer to product and service also presents a diversification,but the mobile electronic commerce＇s quick rising even puts forward a new challenge to the traditional relations between customers and enterprises .The business enterprises must objectively and completely evaluate the customer value and set up all new relation theories in keeping with the mobile electronic commerce market on the condition of understanding the mobile electronic commerce market.