顾客让渡价值理论及其战略意义

Theoretical Analysis and its Strategic Meaning on the Customer Transfer Value

菲利普·科特勒提出的“顾客让渡价值”理论,为企业在后经济时代维系顾客关系的有效性提供了理论基础。顾客让渡价值的大小决定了顾客满意度的高低,从而决定了顾客忠诚度的强弱。在企业的战略安排上,顾客让渡价值理论的意义在于,企业必须构造完整的产品价值链,从整体顾客价值着手,在顾客心中实现准确定位,从而为企业驾驭顾客资产指明了战略方向。

Philip Kotler put forward the theory,“Customer Transfer Value”which is the theoretical basis of maintaining the customers effectively. The amount of the Customer Transfer Value decides the depth of the customer satisfaction and also the degrees of the customer loyalty. According to the arrangement of the enterprise strategy, the meaning of the theory lies in that the enterprise should have a perfect product-value chain in order that the customers have its own value in their mind so that it directs the enterprise in controlling the Customer Equity.