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社会资本视角下的移动商务客户管理策略研究

The Customer Management Strategies within Mobile Commerce in Perspective of Social Capital
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摘要 移动商务企业以客户个体为目标的营销模式,由于数据收集困难,机会成本过高等因素,面临着困境。要想改变这种状况,提出移动商务企业应重视和充分利用客户的社会资本,相关策略包括建立评价平台、互助机制和客户引荐机制等,在拓展客户间横向社会资本的同时,积累和提升企业与客户间的纵向社会资本。 Based on individual customer,the mobile commerce marketing model is facing difficulties due to the difficulties of data collection,the high opportunity cost etc.This paper proposes that mobile commerce enterprises should attach importance to and take full advantage of social capital among customers.The relevant strategies include establishing an evaluation platform,mutual assistance mechanisms,customer referral mechanism etc.,thus to expand the horizontal social capital among customers,accumulate and promote the vertical social capital between enterprises and customers simultaneously.
出处 《武汉理工大学学报(社会科学版)》 CSSCI 北大核心 2010年第4期497-501,共5页 Journal of Wuhan University of Technology:Social Sciences Edition
基金 湖北省教育厅人文社会科学研究项目(2008d012)
关键词 社会资本 移动商务 客户管理 social capital mobile commerce customer management
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参考文献15

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