双视角下的客户价值管理研究

发布时间：2018-07-20 08:55

【摘要】：在客户关系管理的研究与实践中,客户价值成为客户关系的核心问题。对于企业来说,客户结构决定了企业的业务结构及收入结构,高价值的目标客户数量和核心客户占比,体现出企业的核心竞争力,也决定着企业的盈利水平。本文从企业与客户互动价值入手,以社会交换理论和公平理论为基础,开展双视角下的客户价值研究,运用价值链思想分析了两类主体间相互制约又相互依存的关系特点。从企业和客户双向角度研究价值的创造过程,把客户价值与股东价值有机地结合起来开展客户价值管理研究应该是客户关系管理理论的一个新的研究方向。
[Abstract]:In the research and practice of customer relationship management, customer value is the core problem of customer relationship. For enterprises, the customer structure determines the business structure and income structure of the enterprise, the high value target customer number and core customer account, which embodies the core competitive power of the enterprise, and also determines the profit level of the enterprise. This article from the enterprise Starting with the interaction value of industry and customer, based on the theory of social exchange and the theory of equity, we carry out the customer value research under the dual perspective, and use the value chain thought to analyze the relationship between the two types of subjects which restrict and depend on each other. The process of creating value from the two-way angle of enterprise and customer is studied, and the value of customer and shareholder value are organically taken. The study of customer value management should be a new research direction of customer relationship management theory.
【作者单位】：西安交通大学经济与金融学院;陕西国际商贸学院;中国工商银行陕西分行个人金融业务部;
【分类号】：F274

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