基于顾客资产价值提升的营销策略

Marketing strategy based on the promotion of customer equity value

基于企业与顾客互动关系内化而成的顾客资产正日益成为企业培育核心竞争力、构建竞争优势的关键资源。从研究顾客资产的内涵和构成着手,分析了影响顾客资产价值的系列驱动因素,从营销策略角度,提出了提升顾客资产价值的可操作性的建议。

Customer equity has increasingly been considered as the critic resource through which the business raises core competitive power and realizes the competitive superiority. To some extent customer equity determines success or failure of the business in the competition. Beginning with a research on connotation of customer equity, this paper analyzes the constitution and measuring of customer equity. Also it analyzes the driving factors which can help to promote value of customer equity. Aiming at promotion of the value of customer equity,it also gives the operable suggestion in the marketing strategy aspect.