顾客资产的内涵及增值策略研究被引量：1

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摘要在交易营销向关系营销转变的过程中,关系取代交易成为企业现代营销最重要的目标。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。通过分析顾客及顾客资产内涵的基础上,主要从经济关系和社会关系两方面提出了顾客资产的若干增值策略。

作者王新刚李祖兰

机构地区桂林电子科技大学信息科技学院管理系广西华蓝设计(集团)有限公司经济咨询中心

出处《消费导刊》 2007年第7期14-15,共2页

关键词顾客顾客资产顾客让渡价值交叉销售

分类号 F274 [经济管理—企业管理]

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参考文献3

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2郭国庆,吴剑峰,钱明辉.交叉销售在中国金融业的应用前景研究:美国的经验及启示[J].南开管理评论,2005,8(1):47-51. 被引量：16
3汪涛,徐岚.顾客资产的构成与测量[J].经济管理,2002,28(24):48-52. 被引量：38

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