基于企业与顾客关系的顾客价值提升策略研究

To Study on Customers Value Promoting Strategy Based on the Relations between Enterprise and Customers

顾客关系是当今管理理论界与实践界的一个热点话题,对于很多行业的企业而言,能否与顾客维护良好的关系,从根本上决定了企业能否盈利。现有研究已经表明,顾客关系的核心本质是价值,即顾客和企业双方都能从关系的建立与维持中获得更大的价值。究竟企业该从什么角度出发,怎样基于顾客关系来寻求提升顾客价值的策略,从而提升企业的总体价值,是企业所急需探求的。文中在基于顾客关系的基础上,提出了顾客关系的涵义、顾客价值的涵义,并提炼出了实现顾客价值提升的行之有效的策略途径,从而实现顾客和企业的利益最大化。

The customer relations is a hot spot topic now in the management theorists and practice areas. To the enterprises of many professions, whether to maintain the good relations with the customer fundamentally tO decide whether the enterprise did gain. The existing research already indicated that the core essence of the customer relations is a value, namely the customer and enterprise both can obtain greater value from the establishment and maintenance of the relations. Actually which angle should the enterprise embark from, how to seek the customer value promotion strategy based on the customer relations, thus to promote the enterprisels overall value, is the enterprise urgently need to search. This article is based on the customer relations, proposed the implication of customer relations, the implication customer value, and then refined the effective strategy to realize the customer value promotion, thus can realize the customer＇s and enterprisels benefit maximization.