基于顾客资产的营销模式研究——以LG电子(中国)为例

Marketing Mode Based on Customer Equity

顾客资产概念的提出对传统营销模式产生了极大冲击,迫使企业从传统营销模式走向基于顾客资产的营销模式。在改善的基于顾客资产的营销模基础上,我们对LG进行了实证研究,结果表明:基于顾客资产的营销模式不仅具有理论意义,且具有可操作性和分析价值,对企业的营销实践具有指导性。

The concept of customer equity poses a great impact on the traditional marketing mode, forcing the enterprise to transform from the traditional marketing to the marketing mode based on customer equity. We use the improved marketing mode based on customer equity to conduct empirical study of LG. The conclusion is that the marketing mode based on customer equity not only has great theoretical significance but also is of easy operation and analytical value and therefore is beneficial to the marketing practices.