顾客资产管理研究述评

Review of Researches on Customer Equity Management

顾客资源是企业资源的一种,也是企业在日益激烈竞争环境中获得优势的来源之一。目前,学术界关于顾客资产的研究和评述已有很多,其研究成果主要集中于顾客资产管理起源、顾客资产分析、顾客筛选和组合、顾客资产的影响因素、顾客资产实施以及供应链中的顾客资产的管理等方面。在现有的研究中,通过利用度量模型,可以有效识别顾客资产和顾客终身价值,有效帮助企业了解顾客的心理与需求,从而建立起营利性的顾客关系。企业在改进产品与服务的同时,实现企业与顾客的共同需求,强化企业与顾客关系,进而增强企业竞争力。

Customer equity is an enterprise resource, from which enterprises could gain strengths in the increasingly fierce competition. There are now many researches focusing on the origin of customer equity management, equity analysis, customer screening and combination, influencing forces, and the management of customer equity in a supply chain. Current studies have found that customer equity and customer lifetime value could be identified by means of measurement models, helping enterprises understand customer psychology and demand in a way that establishes a profitable customer relationship. Enterprises could improve the products and services while meeting the demands of customers and themselves. In so doing, enterprises could strengthen their enterprise-customer relationship and become more competitive.