关于客户资产价值及其实现机理的研究
|
摘要
现代市场的竞争主要表现为对客户的全面争夺，建立并维持与客户之间的关系已经成为企业建立独特竞争优势最为重要的基础之一。客户资产的概念提出来之后，企业开始借助资产管理的方法来经营客户。在客户资产理论中，客户资产价值评价和实现是重要的组成部分，并日益受到企业界和理论界的重视。本文在分析国内外相关文献及研究成果的基础上，针对这一问题做了较为深入的探讨。
首先，论文对客户资产的价值构成进行了全面分析，指出购买价值和非购买价值是它的两个重要组成部分，拓展了过去对客户资产价值的单一认识。同时，文章还对客户资产价值的不确定性进行了论述。
其次，基于对客户资产价值内涵的全面认识，论文构建了客户资产评估的指标体系，并运用模糊综合评价方法进行了计算。其中，客户购买价值的度量是评价中的难点，文章在分析现有计算方法的基础上，对其中存在的不足进行了改进和完善。
最后，论文对客户资产价值的实现机理进行了详细论述。文中指出客户感知价值是实现客户资产价值的根本驱动因素，并重点讨论了它的推动力及其构成；基于对客户生命周期的分析，文章对客户资产价值的实现过程进行了阐述，分析了客户资产价值实现的动态控制原理；考虑到企业文化等平台是实现客户资产价值的重要基础，本文对此也进行了相应的分析。
目前，以客户资产理论为基础的客户关系管理在企业的应用范围越来越广，成为提升企业竞争力的利器。客户关系管理成功应用的重要前提就是要对客户资产价值全面合理的评估，并在此基础上针对优质客户进行价值实现活动。本文的研究对于企业正确认识客户资产的价值、提高客户关系管理成功的可能性以及实现企业自身的价值具有重要意义。
The competition in modern market mainly reflects in the intense fight for customers. Thus to establish and to keep customer relationship becomes one of the main bases to establish the enterprise's unique competitive advantage. The enterprises start to make use of the asset management to manage customers after the proposal of customer asset concept. In the theory of customer asset, the assessment and realization of customer asset value is the most important composing parts. The enterprises and theoretical field have attached more and more importance to these two aspects. Based on the related studies and researching fruits, these two issues will be studied in depth in this thesis.
Firstly, the composition of customer asset value will be analyzed fully in this thesis. In light of the analysis, it is pointed out that purchasing value and non-purchasing value are the two important composing parts of customer asset value. In this way, the single-facet understanding of customer asset value will be extended. Meanwhile the uncertainty of customer asset value will be also discussed.
Secondly, based on the comprehensive understanding of the customer asset value, its evaluation indexes system will be established in this thesis. Furthermore, these indexes will be calculated by applying fuzzy comprehensive evaluation. Among these indexes, the measurement of customer purchasing value is the most difficult point. Based on the analysis of current calculating means, the measurement of customer purchasing value will be improved.
Lastly the realization mechanism of customer asset value will be discussed in details. It is pointed out that the customer's perceived value is the basic driving factor of the realization of customer asset value. Its motivation and composition will be discussed herein. Based on the analysis of customer life cycle, the realization process of customer asset value will be interpreted and the dynamic controlling tenet of customer asset value realization will be discussed.
Considering enterprise culture is one of the main factors to realize customer asset value, enterprise culture will be discussed here to a degree.
As an effective tool to improve enterprise's competitive force, currently the customer relationship management based on customer asset theory has been employed more and more extensively. An important premise of the successful management of customer relationship is to assess the customer asset value reasonably and comprehensively and to process the value realization activities with such value, which are directed at the senior customers. The current study is significant for the correct understanding of the customer's asset value, the improvement of successful customer relationship management and the realization of the enterprise value itself.
首先，论文对客户资产的价值构成进行了全面分析，指出购买价值和非购买价值是它的两个重要组成部分，拓展了过去对客户资产价值的单一认识。同时，文章还对客户资产价值的不确定性进行了论述。
其次，基于对客户资产价值内涵的全面认识，论文构建了客户资产评估的指标体系，并运用模糊综合评价方法进行了计算。其中，客户购买价值的度量是评价中的难点，文章在分析现有计算方法的基础上，对其中存在的不足进行了改进和完善。
最后，论文对客户资产价值的实现机理进行了详细论述。文中指出客户感知价值是实现客户资产价值的根本驱动因素，并重点讨论了它的推动力及其构成；基于对客户生命周期的分析，文章对客户资产价值的实现过程进行了阐述，分析了客户资产价值实现的动态控制原理；考虑到企业文化等平台是实现客户资产价值的重要基础，本文对此也进行了相应的分析。
目前，以客户资产理论为基础的客户关系管理在企业的应用范围越来越广，成为提升企业竞争力的利器。客户关系管理成功应用的重要前提就是要对客户资产价值全面合理的评估，并在此基础上针对优质客户进行价值实现活动。本文的研究对于企业正确认识客户资产的价值、提高客户关系管理成功的可能性以及实现企业自身的价值具有重要意义。
The competition in modern market mainly reflects in the intense fight for customers. Thus to establish and to keep customer relationship becomes one of the main bases to establish the enterprise's unique competitive advantage. The enterprises start to make use of the asset management to manage customers after the proposal of customer asset concept. In the theory of customer asset, the assessment and realization of customer asset value is the most important composing parts. The enterprises and theoretical field have attached more and more importance to these two aspects. Based on the related studies and researching fruits, these two issues will be studied in depth in this thesis.
Firstly, the composition of customer asset value will be analyzed fully in this thesis. In light of the analysis, it is pointed out that purchasing value and non-purchasing value are the two important composing parts of customer asset value. In this way, the single-facet understanding of customer asset value will be extended. Meanwhile the uncertainty of customer asset value will be also discussed.
Secondly, based on the comprehensive understanding of the customer asset value, its evaluation indexes system will be established in this thesis. Furthermore, these indexes will be calculated by applying fuzzy comprehensive evaluation. Among these indexes, the measurement of customer purchasing value is the most difficult point. Based on the analysis of current calculating means, the measurement of customer purchasing value will be improved.
Lastly the realization mechanism of customer asset value will be discussed in details. It is pointed out that the customer's perceived value is the basic driving factor of the realization of customer asset value. Its motivation and composition will be discussed herein. Based on the analysis of customer life cycle, the realization process of customer asset value will be interpreted and the dynamic controlling tenet of customer asset value realization will be discussed.
Considering enterprise culture is one of the main factors to realize customer asset value, enterprise culture will be discussed here to a degree.
As an effective tool to improve enterprise's competitive force, currently the customer relationship management based on customer asset theory has been employed more and more extensively. An important premise of the successful management of customer relationship is to assess the customer asset value reasonably and comprehensively and to process the value realization activities with such value, which are directed at the senior customers. The current study is significant for the correct understanding of the customer's asset value, the improvement of successful customer relationship management and the realization of the enterprise value itself.
引文
[1] 罗纳德·S·史威福特等．杨东龙等译．客户关系管理——加速利润和优势提升[M]．中国经济出版社．2001
[2] 王方华、洪祺瑜．关系营销[M]．山西经济出版社．1998
[3] 菲利浦·科特勒．梅汝和等校译．营销管理——分析、计划和控制[M]．上海人民出版社．2001
[4] 陈企华．成功应对顾客不满[M]．中国纺织出版社．2003
[5] 罗斯·道森著．祁廷莉、董小英译．开发基于知识的客户关系[M]．电子工业出版社．2002
[6] 吕廷杰．客户关系管理与主题分析[M]．人民邮电出版社．2002
[7] 唐晓芬．顾客满意度测评[M]．上海科学技术出版社．2001
[8] 张尧庭、谢邦昌、朱世武著．数据挖掘入门及应用[M]．中国统计出版社．2001
[9] R·格罗斯著．候迪、宋擒豹译．数据挖掘——构建企业竞争优势[M]．西安交大出版社．2002
[10] 郭抒．数据库直销[M]．首都经贸大学出版社．2000
[11] 阿里的安·佩恩．关系营销——形成和保持竞争优势[M]．中信出版社．2002
[12] 朱爱群．客户关系管理与数据挖掘[M]．中国财经经济出版社．2001
[13] 迈克尔·波特著．陈小锐等译．竞争战略[M]．华夏出版社．1997
[14] [英]鲍勃·哈特利、[美]迈克尔·W·斯塔基编．张永等译．销售管理与客户关系[M]．机械工业出版社．2002
[15] 唐璎璋、孙黎．客户关系管理的核心战略[M]．中国经济出版社．2002
[16] 郭国庆．市场营销原理——理论与模型[M]．中国人民大学出版社．1995
[17] 孙明贵、刘国伦．服务利润链与企业服务体系[J]．经济管理．2002．12
[18] 陈景宇．客户价值与客户关系价值．中国流通经济．2002．3
[19] 白长虹．西方的顾客价值理论研究及其实践启示[J]．南开管理评论．2001．2
[20] 白长虹、廖伟．基于顾客感知价值的顾客满意研究[J]．南开学报．2002．6
[21] 徐忠海、黄拥军．被企业营销管理遗忘的角落：恢复客户关系管理[J]．商业经济与管理．2001．9
[22] 韩经纶、韦福祥．顾客满意与顾客忠诚互动关系研究[J]．南开管理评论．2001．6
[23] 杨永恒、王永贵、钟旭东．客户关系管理的内涵、驱动因素和成长为度[J]．南开管理评论．2002．6
[24] 李雷、李海霞．客户关系与企业核心竞争力研究[J]．科技管理研究．2002．3
[25] 王韬、曾小平．面向企业战略系统实施CRM之探讨与分析[J]．决策借鉴．2002．2
[26] 陈明亮．生命周期不同阶段客户重复购买意向决定因素的实证研究[J]．管理世界．2002．11
[27] 汪涛、徐岚．经营顾客资产[J]．经济管理．2001．20
[28] 刘希宋、曹霞、李大震．风险投资及投资风险评价[J]．中国软科学．2000．3
[29] 马国顺、何广平．确定权重的主客观综合法[J]．西北师范大学学报．200．3
[30] 王月兴、冯绍津．顾客忠诚的驱动因素及其作用[J]．经济管理．2002．12
[31] 郑玉香．企业客户资本的价值管理模式及战略评估方法[J]．经济与管理研究．2003．5
[32] 杨永恒．客户关系管理一价值导向及使能技术[J]．东北财经大学出版社．2002．12
[33] 刘英姿，姚兰．几种客户资产计算方法的比较分析[J]．工业工程与管理．2003．5
[34] 丁欢新．商业银行竞争力评价的现状及评价指标构建．商业经济与管理．2003．11
[35] 邓敏．一种新的财务评价指标：基于可靠性分析的净现值法的改进[J]．当代财经．2001．6
[36] 齐佳音．一种新的客户—企业价值评价体系的设计[J]．管理工程学报．2002．4
[37] 马国顺．何广平．确定权重的主客观综合法[J]．西北师范大学学报．2000．3
[38] 谢家平．崔南方。ERP软件选型的模糊评估模型及其应用[J]．华中科技大学学报．2002．5
[39] 郑玉香，企业客户资本的价值管理模式及战略评估方法[J]．经济与管理研究．2003．5
[40] 陈明亮．基于全生命周期利润的客户细分方法[J]．企业经营与管理．2002．10
[41] 陈明亮，袁泽沛，李怀祖。客户保持动态模型的研究[J]．武汉大学学报．2001．11
[42] 马辉民，肖威．客户潜在价值预测模型及细分研究．工业工程与管理[J]．2003．2
[43] 汪涛．顾客资产与竞争优势[J]．中国软科学．2002．1
[44] 许国志，顾基发，车宏安．系统科学[M]．上海科技教育出版社．2000．9
[45] 覃蓉芳，武振业．一个以顾客价值为中心的组织结构框架[J]．世界科技研究与发展．23卷2期
[46] 丁斌，丁帮满．客户关系——企业决胜市场的灵魂[M]．中国大百科全书出版社．2002．4
[47] Adrian Palmer, Principles of Service Marketing, New York: McGraw-Hill
[48] Don Peppers and Martha Rogers. Enterprise One to One, Direct Marketing, Vol. 6, No. 1
[49] Barnes. J.G, Close to the Customer: But Is It Really a Relationship? Journal of Marketing Management, Vol. 10, No. 7
[50] Churchill, G.A. and Surprenant, C.E, An investigation into the determinants of customer satisfaction, Journal of Marketing Research, Vol. 6, February.
[51] Menon, Anil and P. Rajan Varadarajan, A Model of Marketing Knowledge Use Within Firms, Journal of Marketing, Vol. 56, No. 4
[52] Perrien, J, P. Filiatrault and L. Ricard, Relationship Marketing and Commercial Banking: A Critical Analysis, International Journal of Bank Marketing, Vol. 10, No. 7
[53] Perrien, J. and L. Ricard, The Meaning of a Marketing Relationship: A Pilot Study, Industrial Marketing Management, Vol. 24
[54] Slater, Stanley F. and John Narver, Marketing Orientations and the Learning Organization, Journal of Marketing, Vol. 59
[2] 王方华、洪祺瑜．关系营销[M]．山西经济出版社．1998
[3] 菲利浦·科特勒．梅汝和等校译．营销管理——分析、计划和控制[M]．上海人民出版社．2001
[4] 陈企华．成功应对顾客不满[M]．中国纺织出版社．2003
[5] 罗斯·道森著．祁廷莉、董小英译．开发基于知识的客户关系[M]．电子工业出版社．2002
[6] 吕廷杰．客户关系管理与主题分析[M]．人民邮电出版社．2002
[7] 唐晓芬．顾客满意度测评[M]．上海科学技术出版社．2001
[8] 张尧庭、谢邦昌、朱世武著．数据挖掘入门及应用[M]．中国统计出版社．2001
[9] R·格罗斯著．候迪、宋擒豹译．数据挖掘——构建企业竞争优势[M]．西安交大出版社．2002
[10] 郭抒．数据库直销[M]．首都经贸大学出版社．2000
[11] 阿里的安·佩恩．关系营销——形成和保持竞争优势[M]．中信出版社．2002
[12] 朱爱群．客户关系管理与数据挖掘[M]．中国财经经济出版社．2001
[13] 迈克尔·波特著．陈小锐等译．竞争战略[M]．华夏出版社．1997
[14] [英]鲍勃·哈特利、[美]迈克尔·W·斯塔基编．张永等译．销售管理与客户关系[M]．机械工业出版社．2002
[15] 唐璎璋、孙黎．客户关系管理的核心战略[M]．中国经济出版社．2002
[16] 郭国庆．市场营销原理——理论与模型[M]．中国人民大学出版社．1995
[17] 孙明贵、刘国伦．服务利润链与企业服务体系[J]．经济管理．2002．12
[18] 陈景宇．客户价值与客户关系价值．中国流通经济．2002．3
[19] 白长虹．西方的顾客价值理论研究及其实践启示[J]．南开管理评论．2001．2
[20] 白长虹、廖伟．基于顾客感知价值的顾客满意研究[J]．南开学报．2002．6
[21] 徐忠海、黄拥军．被企业营销管理遗忘的角落：恢复客户关系管理[J]．商业经济与管理．2001．9
[22] 韩经纶、韦福祥．顾客满意与顾客忠诚互动关系研究[J]．南开管理评论．2001．6
[23] 杨永恒、王永贵、钟旭东．客户关系管理的内涵、驱动因素和成长为度[J]．南开管理评论．2002．6
[24] 李雷、李海霞．客户关系与企业核心竞争力研究[J]．科技管理研究．2002．3
[25] 王韬、曾小平．面向企业战略系统实施CRM之探讨与分析[J]．决策借鉴．2002．2
[26] 陈明亮．生命周期不同阶段客户重复购买意向决定因素的实证研究[J]．管理世界．2002．11
[27] 汪涛、徐岚．经营顾客资产[J]．经济管理．2001．20
[28] 刘希宋、曹霞、李大震．风险投资及投资风险评价[J]．中国软科学．2000．3
[29] 马国顺、何广平．确定权重的主客观综合法[J]．西北师范大学学报．200．3
[30] 王月兴、冯绍津．顾客忠诚的驱动因素及其作用[J]．经济管理．2002．12
[31] 郑玉香．企业客户资本的价值管理模式及战略评估方法[J]．经济与管理研究．2003．5
[32] 杨永恒．客户关系管理一价值导向及使能技术[J]．东北财经大学出版社．2002．12
[33] 刘英姿，姚兰．几种客户资产计算方法的比较分析[J]．工业工程与管理．2003．5
[34] 丁欢新．商业银行竞争力评价的现状及评价指标构建．商业经济与管理．2003．11
[35] 邓敏．一种新的财务评价指标：基于可靠性分析的净现值法的改进[J]．当代财经．2001．6
[36] 齐佳音．一种新的客户—企业价值评价体系的设计[J]．管理工程学报．2002．4
[37] 马国顺．何广平．确定权重的主客观综合法[J]．西北师范大学学报．2000．3
[38] 谢家平．崔南方。ERP软件选型的模糊评估模型及其应用[J]．华中科技大学学报．2002．5
[39] 郑玉香，企业客户资本的价值管理模式及战略评估方法[J]．经济与管理研究．2003．5
[40] 陈明亮．基于全生命周期利润的客户细分方法[J]．企业经营与管理．2002．10
[41] 陈明亮，袁泽沛，李怀祖。客户保持动态模型的研究[J]．武汉大学学报．2001．11
[42] 马辉民，肖威．客户潜在价值预测模型及细分研究．工业工程与管理[J]．2003．2
[43] 汪涛．顾客资产与竞争优势[J]．中国软科学．2002．1
[44] 许国志，顾基发，车宏安．系统科学[M]．上海科技教育出版社．2000．9
[45] 覃蓉芳，武振业．一个以顾客价值为中心的组织结构框架[J]．世界科技研究与发展．23卷2期
[46] 丁斌，丁帮满．客户关系——企业决胜市场的灵魂[M]．中国大百科全书出版社．2002．4
[47] Adrian Palmer, Principles of Service Marketing, New York: McGraw-Hill
[48] Don Peppers and Martha Rogers. Enterprise One to One, Direct Marketing, Vol. 6, No. 1
[49] Barnes. J.G, Close to the Customer: But Is It Really a Relationship? Journal of Marketing Management, Vol. 10, No. 7
[50] Churchill, G.A. and Surprenant, C.E, An investigation into the determinants of customer satisfaction, Journal of Marketing Research, Vol. 6, February.
[51] Menon, Anil and P. Rajan Varadarajan, A Model of Marketing Knowledge Use Within Firms, Journal of Marketing, Vol. 56, No. 4
[52] Perrien, J, P. Filiatrault and L. Ricard, Relationship Marketing and Commercial Banking: A Critical Analysis, International Journal of Bank Marketing, Vol. 10, No. 7
[53] Perrien, J. and L. Ricard, The Meaning of a Marketing Relationship: A Pilot Study, Industrial Marketing Management, Vol. 24
[54] Slater, Stanley F. and John Narver, Marketing Orientations and the Learning Organization, Journal of Marketing, Vol. 59