心理契约视角下顾客资产的价值形成与管理

The Formation and Management of Customer Equity Value Based on Psychological Contract

在顾客导向的营销理念下,利用顾客资产进行生产经营活动日益成为企业关注的重点。目前关于顾客资产的研究主要是顾客资产构成测量、竞争能力和会计计量研究等方面,文章首次将心理契约引入到顾客资产的经营管理中,论述了心理契约视角下企业顾客资产价值的形成,提出了基于心理契约的顾客资产管理模型,对企业应用提出了建议。

As the marketing concept is customer-oriented, how to manage customer equity has become the core issue in production and business activities of every company. The present study about customer equity focuses on concepts, calculation, competitiveness and accounting measurement. In this paper, the concept of psychological contract was first introduced. According to psychological contract theory, this paper analyzes the formation of customer equity value, and proposes a model of customer equity management based on psychological contract. Finally, some advice on its application in enterprises has been put forward.