品牌服装企业客户价值研究

发布时间：2018-05-12 20:19

本文选题：品牌服装企业 + 客户价值　；参考：《北京服装学院》2008年硕士论文

【摘要】： 伴随着服装产业的优化升级和国际服装文化的广泛传播与交流,我国服装市场进入了一个竞争日趋激烈、国际化和多元化并存的新时期。国内品牌服装企业为了在日益激烈的竞争中获得持续优势,开始面向客户、关注客户需求,以客户为中心的商业管理理念越来越受到重视。同时,信息技术的发展使得品牌服装企业与客户之间能够进行双向的及时沟通,成为客户价值计算、细分、识别从理论走向企业实践的助推器。客户价值成为品牌服装企业经营决策的基础。本文从品牌服装企业的角度来研究客户价值,首先分析品牌服装企业的发展趋势和客户细分的必要性和步骤,在此基础上将品牌服装企业客户分为最终客户和中间客户;从当前价值和潜在价值两个方面对品牌服装企业的客户进行分析;建立品牌服装企业最终客户和中间客户的价值评价指标体系,提出相应的客户动态识别,并进行了实证研究;最后给出了最终客户和中间客户的价值保持和提升策略的实施方案。
[Abstract]:With the optimization and upgrading of the clothing industry and the wide spread and exchange of international clothing culture, China's clothing market has entered a new period of increasingly fierce competition, internationalization and diversification. In order to gain continuous advantages in the increasingly fierce competition, domestic brand clothing enterprises begin to face customers, pay attention to customer needs, and take customers as customers. At the same time, the development of the center of business management has been paid more and more attention. At the same time, the development of information technology makes the brand clothing enterprises and customers able to communicate in a two-way and timely manner, become the calculation and subdivision of customer value, and identify the booster from theory to enterprise practice. The value of customer is the basis of the business decision of the brand clothing enterprise.
This paper studies customer value from the perspective of brand clothing enterprises. First, it analyzes the development trend of brand clothing enterprises and the necessity and steps of customer segmentation. On this basis, brand clothing enterprise customers are divided into final customers and intermediate customers, and the customers of brand clothing enterprises are divided from two aspects of current value and potential value. The value evaluation index system of the final customer and the intermediate customer of the brand clothing enterprise is set up, the corresponding customer dynamic identification is put forward, and the empirical study is carried out. Finally, the implementation scheme of the value retention and promotion strategy of the final and intermediate customers is given.

【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F407.86

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