摘要
客户是企业赖以生存的载体,而忠诚客户却是企业赢取竞争优势的关键和保障,本文目的即是对此予以论述。首先,阐述了寻求忠诚客户的现实意义和理由;然后,界定了与客户相关的概念;最后,基于忠诚客户的形成阶梯及潜在客户与显在客户相互转化与作用的过程模式,给出了寻求忠诚客户的途径。
The customer is the carrier of an enterprise for survival, whereas the loyal-customer is the key and guarantee of an enterprise for winning competitive advantages. The goal of this paper is to present such an understanding. First of all, the current significances and reasons for seeking loyal-customers are discussed. Then, the concepts about customer are defined. In the end, the approach model for seeking loyal-customers is presented and explained on the basis of the formation ladder of loyal-customer in connection with the process mode of transforming and acting between explicit-customers and latent-customers.
出处
《管理评论》
2004年第6期39-43,共5页
Management Review
基金
国家自然科学基金重点项目资助(70332001)
