摘要
顾客资产是企业的一项关键资产,对其进行有效的评估及管理将有利于企业绩效的提高,因此,建立和维持CRM动态能力将使企业具有持续的竞争优势。文章从上述这一个新的视角构建了顾客资产的效果机制模型。同时,分别从市场导向、社会网络能力、资源重构三个维度的重要性验证了对营销效果和顾客资产的影响存在差异性,并发现了营销情报与顾客响应的内在统一性。
Customer equity is a key asset of enterprise, and it is beneficial to improve the performance of enterprise after the effective evaluation and management of customer equity. Therefore, constructing and maintaining CRM dynamic ability will make the enterprise get the sustainable competitive advantage. According to these, this paper constructs an effect mechanism model of customer equity, and verifies the difference in the effect of the marketing outcome and the customer equity from the dimensions of market orientation, social network capabilities and resources reconstruction, and finds that there is internal unity between the marketing intelligence and the customer response.
出处
《华东经济管理》
CSSCI
2012年第5期102-108,共7页
East China Economic Management
基金
上海财经大学"211工程"三期重点学科建设自主项目(后工业化时代的服务营销研究)
关键词
顾客资产
CRM动态能力
营销情报
顾客响应
customer equity
CRM dynamic capability
marketing intelligence
customer response
