顾客资源管理能力与企业脆弱性关联分析

An Analysis of Relevance between Customer Resource Management Capacity and the Vulnerability of Enterprises

顾客资源管理,是一种以"顾客为导向"的企业经营管理模式,其核心思想是将顾客作为企业最重要的资源。顾客资源是企业生存和发展的基础,如何有效地进行顾客资源管理是企业能否获得持续性竞争优势的关键。通过文献回顾,文章将顾客资源管理能力划分为七个方面:顾客知识管理能力、顾客赢利分析能力、顾客识别能力、顾客获取能力、顾客挽留能力、顾客定制能力和顾客价值提升能力。通过实证分析,验证了顾客资源管理能力与企业脆弱性的关联性。研究结果表明:顾客资源管理能力各维度变量均对企业脆弱性有显著的负向影响。

Customer resource management is a kind of enterprise management mode based on customer-orientation and its core idea is that customers are the most important resource of an enterprise, and customer resources are the basis for the survival and development of the enterprise. How to effectively carry out customer resource management is the key ability that decides whether an enterprise can obtain sustainable competitive advantage or not. Through literature review, this article breaks down customer resource management capacity into seven aspects： customer knowledge management capacity, customer profitability analysis capacity, customer identify capacity, customer acquisition capacity, customer retention capacity, customer customization capacity and customer value enhancement capacity. Through an empirical analysis, this paper probes into the relevance between customer resource management capacity and the vulnerability of the enterprise. The results show that various dimensions of customer resource management capacity have significant negative impact on the vulnerability of enterprises.