论基于客户资本的核心营销能力

The Core Marketing Competence Based on Customer Capital

本文研究“客户资本”与“核心营销能力”的整合。首先界定客户资本的概念,然后以核心能力特征参量罗盘作为指导,导出企业核心营销能力相应4方面的投资策略,最后,运用一个案例具体展示基于客户资本核心营销能力的提升经验。

This paper has done a research on the integration of ' customer capital ' and ' core marketing competence'. Firstly I refine the concept of 'customer capital', then use 'characteristic parameter compass of core competence' as the guide to discuss the four correspondent aspects of investment strategies of the enterprise s ' core marketing competence'. Lastly I employ a detailed case to show the obtained experience based on the integration of customer capital and core marketing competence.