客户组合策略的内涵、主要类型及未来研究展望

Concept, Types and Future Research Prospects of Customer Portfolio Strategy

客户组合策略是企业从整个客户群出发而进行客户组合分析和管理的策略活动,它聚焦于对客户群结构进行监测、分析和规划等。文章对客户组合策略的文献进行了系统的回顾和梳理,归纳总结了客户组合策略的内涵及主要类型,并对客户组合策略未来的研究方向做出展望。

Customer portfolio strategy is about how firms analysis and manage customer portfolio from the entire customer base, which focuses on monitoring, analyzing and planning the customer base structure. This paper reviews the literature on the portfolio strategy, summarizes concept and types of customer portfolio strategy, and makes some prospects for the future research of customer portfolio strategy.