摘要
顾客价值理论是目前市场营销学科的一个崭新领域,它适应本世纪充满竞争和个性化顾客的多变环境而产生,为企业经营者带来新的思维和理念。理论和实证研究表明:顾客价值是企业获得竞争优势的驱动因素,顾客满意和顾客忠诚是企业追求的最终目标,也是顾客价值提升的结果。本文在国内外文献研究的基础上,从品牌形象、顾客质量感知、顾客成本感知、顾客满意、顾客忠诚5个维度构建顾客价值评价体系,运用模糊数学和模糊熵的理论和方法,建立顾客价值的模糊函数、模糊综合评价模型和顾客价值计算方法。本文通过实证研究验证了顾客价值模糊综合评价的可行性和实用性,从而得出了具有指导和借鉴意义的结论。
The theory of customer value is a brand new field in marketing which adapts to changeable environment characterized with personalized customers, at the same time, the theory provides new thought and conception for enterprise. Theoretical research and practice has proved that customer value is the driving factor for competitive advantage in enterprise. Getting satisfaction and loyalty from customers will results of customer value being promoted, which is the enterprise＇s ultimate goal. Based on the relevant research at home and abroad, the paper constructs an index system for evaluating customer value from 5 dimensions, including brand image, customer perceived quality, customer perceived cost, customer satisfaction and customer loyalty. The paper constructs fuzzy function and comprehensive evaluating model of customer value based on the theories and methods of fuzzy mathematics and fuzzy entropy. Empirical Research verifies the feasibility and practicality of the model and draws some conclusion which have direct and reference meaning to an accrual evaluation.
出处
《技术经济与管理研究》
北大核心
2011年第7期17-21,共5页
Journal of Technical Economics & Management
