基于需要理论的顾客价值研究

On the Customer Value Based on the Need Theory

国外学者对顾客价值的定义大多基于顾客需求的角度,即大多数学者注意到顾客感知作用的同时,都没有深入考察顾客的认知作用;文章试图在总结其他学者的研究,尤其是消费者行为学中价值理论和相关的需求理论的基础上提出:顾客内在的需要而不仅仅是需求最终决定了顾客的价值。

In foreign researches, the definition of customer value is always made from the view of customer＇s demand, most researchers notice the customer＇s feeling, but ignore their cognitive ability. It is proposed that the needs of the customers are also the determinant factor of the customer value based on the present researches： the value theory and demand theory in customer behavior.