摘要
在回顾顾客价值概念发展的基础上,对途径-目的理论在顾客价值分析中的应用进行了阐述,包括途径-目的链的来源,"自上而下"和"自下而上"2种基本类型、产品类型对途径-目的链的影响,以及途径-目的链的应用方法等。最后,就该理论对我国营销者的现实意义进行了讨论。
The authors review the theory of customer value with the focus on the application of means-end theory in customer value analysis.Specifically,they discuss its theoretical origin,two general types including ＇the top-down chain＇ and ＇the bottom-up chain＇,the variation of means-end chain due to different product types,and the application of ＇laddering interview＇ in building a means-end chain.The practical implications of the theory are also provided.
出处
《管理学报》
CSSCI
2010年第6期851-855,共5页
Chinese Journal of Management
基金
国家自然科学基金资助项目(70502027
70872075)
教育部人文社会科学研究资助项目(07JC630033)
上海市哲学社会科学规划资助项目(2009BSH001)
上海市浦江人才计划的资助项目
