顾客资产理论的基础及其形成

A Study on the Formation and Theoretical Basis of Customer Equity Theory

本文指出顾客资产理论的形成和发展直接受到企业经营思想变革的影响。实现顾客资产最大化必须实施顾客战略、市场拓展战略、品牌战略和市场竞争战略,而实施这四大战略的基础就是顾客金字塔理论、顾客生命周期理论以及顾客让渡价值、顾客满意和顾客忠诚理论。因此,顾客资产理论是建立在前述各理论之上的更符合现代竞争环境的营销理论。

This paper examines both the formation and the theoretical basis of customer equity theory. The author states that the formation and development of customer equity theory is directly affected by the changes in marketing management philosophies of businesses. To maximize customer equity, one has to implement such four categories of strategies as customer strategy, market development strategy, branding strategy as well as competition strategy, all of which are designed and implemented in accordance with the theories and concepts of Customer Pyramid Model, Customer Relationship Life Cycle, Customer Delivered Value, Customer Satisfaction and Customer Loyalty. The author concludes that customer equity theory is an appropriate marketing theory that helps guide businesses to succeed in modem competition.