基于客户价值视角的企业市场营销策略研究

Study on Enterprise Marketing Strategy based on the Perspective of Customer Value Chain

相关研究结果表明,企业中高达80%的利润是由20%的客户创造的,但鉴于每个企业因战略合作等关系而存在负利润客户,企业约有50%的利润会被抵消掉,由此不难发现企业利润是非常有限的。如何在客户资源有限情况下使企业利润最大化,是当下企业和学者们正在着力解决的难点之一。在阐述客户价值理论的基础上,研究了基于客户价值视角的客户类型问题,最后针对不同客户类型提出了企业的市场营销策略。

The related research achievements revealed that profit high up to 80% of enterprise was created by 20% customers, but about 50% profit would be counteracted due to the negative profit customer from the strategic cooperation and other relationship, and it was not difficult to find that the enterprise profit was very limited. How to maximize the enterprise profit with limited customer resource is one of the difficulties for the current enterprises and scholars. Based on the presentation of customer value theory, this article studies the customer type from the customer value chain, and finally puts forward marketing strategy for enterprises.