基于顾客价值的企业投资绩效评价研究
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摘要
随着经济形势的变化,作为国民经济的细胞、宏观经济运行基础的企业面临着生命周期普遍缩短,发展的不确定性加剧等问题,为此,企业必须采用新的思路才能获得更好的发展,顾客价值是解决企业问题的可行方法之一,为顾客创造更好的价值将提高顾客的满意度和忠诚度,从而获得竞争优势,为企业的投资创造更高的利润。因此,企业的一切工作应该围绕着顾客价值要求展开,顾客价值管理应当成为企业经营运作的基础。本文试图建立在现代市场环境下基于顾客价值企业投资绩效评价的框架模型,以期通过相关研究,来指导企业基于顾客价值的投资行为。
本文基于企业的顾客价值设计了一套较完善的指标体系来评价企业的投资绩效。在评价过程中,首次将组合评价方法运用于基于顾客价值的企业投资绩效评价,本文选取了5家医药企业的数据进行了实证研究,并提出了动态顾客价值投资管理模型以有针对性的提高企业投资绩效。本文还做了如下工作：(1)论述了本课题研究提出的背景,指明了本课题研究的理论意义与现实意义,说明了本文的研究方法；(2)阐述了本文的理论基础及相关的研究工作。分析总结了前人相关顾客价值、顾客价值管理以及投资评价方面的工作,对已有的研究工作进行了述评,指出了尚待研究的几个问题；(3)深入分析了顾客角度顾客价值的内在特性,指出其主要特点是差异化与动态性。总结了顾客价值差异化给企业带来的挑战及竞争优势,分析了顾客价值动态变化的成因及其变化规律,提出了顾客价值创新的过程；(4)探讨了顾客价值、顾客满意、顾客忠诚以及企业财务绩效之间的关联度,构建了企业基于顾客价值的投资资源配置模型,并以前文分析为基础,研究了基于顾客价值的企业投资绩效的形成机理；(5)建立了对基于顾客价值的企业投资绩效进行评价的三级指标体系,运用层次分析法和综合评价法构建了相应的评价模型。在此基础上,选择了“云南省5家医药生产企业的数据,对基于顾客价值的企业投资绩效进行了动态实证分析,并提出了动态顾客价值投资管理模型以有针对性的提高企业投资绩效。
本研究采用了理论研究与实证验证相结合、定性研究与定量研究相结合、归纳与演绎相结合的方法。综合应用市场营销学、产业经济学、创新经济学、计量经济学的理论和分析方法,进行理论研究,建立分析框架,运用层次分析法和模糊综合评价模型,通过案例分析和实际调研,开展实证研究与对策研究。
With the changing economic situation, as the cells of the national economy, macroeconomic performance-based enterprises facing life cycle generally shortened development heightened uncertainty, companies must adopt new ideas in order to obtain better development customer value is one of the possible ways to solve business problems, create better value for customers, improve customer satisfaction and loyalty, and thus gain a competitive advantage for business investment and create higher profits. Therefore, all the work of the enterprise should be around the customer value requirements expand customer value management should become the basis of the operation of the business. This paper attempts to establish enterprises to invest in the performance evaluation of customer value-based framework model in the modern market environment, through research, to guide the investment behavior of enterprises based on customer value to.
In this paper, based on the enterprise's customer value design a better index system to evaluate the investment performance of the enterprise. In the evaluation process, the first time the combination of evaluation methods used in corporate investment performance evaluation based on customer value, empirical research data of the selected five pharmaceutical companies and dynamic customer value investment management model to targeted improve investment performance. The article also do the following work:(1) discusses the background of this research, indicate the theoretical significance and practical significance of this research, the research methods;(2) sets out the theoretical basis of this article and related research. Analyze and summarize the previous customer value, customer value management, and investment evaluation work, reviews of existing research, pointed out several issues of further study;(3) In-depth analysis of the inherent characteristics of the customer point of view of customer value, and that of its main features is differentiated and dynamic. Customer value differentiation challenges and competitive advantage to the enterprise, and the analysis of the causes of its variation of the dynamic change of customer value, customer value innovation process;(4) explore customer value, customer satisfaction, the degree of correlation between customer loyalty and corporate financial performance, building investment resource allocation model based on customer value and text analysis based enterprise based on customer value investment the formation mechanism of the performance;(5) establish three evaluation index system of the enterprise customer value-based investment performance, the use of the analytic hierarchy process and the comprehensive evaluation method to build the evaluation model. On this basis, select the "five pharmaceutical enterprises in Yunnan Province data, dynamic empirical analysis of the enterprise investment performance based on customer value, and dynamic customer value investment management model targeted to improve enterprise investment performance.
This study used a combination of theoretical research and empirical validation, a combination of qualitative and quantitative research, inductive and deductive methods combined. Comprehensive application marketing, industrial economics, innovation economics, econometrics theory and analysis methods, theoretical studies, and to establish the analytic framework, the use of the analytic hierarchy process and fuzzy comprehensive evaluation model, through case studies and practical research and to carry out empirical research and countermeasures Research.
本文基于企业的顾客价值设计了一套较完善的指标体系来评价企业的投资绩效。在评价过程中,首次将组合评价方法运用于基于顾客价值的企业投资绩效评价,本文选取了5家医药企业的数据进行了实证研究,并提出了动态顾客价值投资管理模型以有针对性的提高企业投资绩效。本文还做了如下工作：(1)论述了本课题研究提出的背景,指明了本课题研究的理论意义与现实意义,说明了本文的研究方法；(2)阐述了本文的理论基础及相关的研究工作。分析总结了前人相关顾客价值、顾客价值管理以及投资评价方面的工作,对已有的研究工作进行了述评,指出了尚待研究的几个问题；(3)深入分析了顾客角度顾客价值的内在特性,指出其主要特点是差异化与动态性。总结了顾客价值差异化给企业带来的挑战及竞争优势,分析了顾客价值动态变化的成因及其变化规律,提出了顾客价值创新的过程；(4)探讨了顾客价值、顾客满意、顾客忠诚以及企业财务绩效之间的关联度,构建了企业基于顾客价值的投资资源配置模型,并以前文分析为基础,研究了基于顾客价值的企业投资绩效的形成机理；(5)建立了对基于顾客价值的企业投资绩效进行评价的三级指标体系,运用层次分析法和综合评价法构建了相应的评价模型。在此基础上,选择了“云南省5家医药生产企业的数据,对基于顾客价值的企业投资绩效进行了动态实证分析,并提出了动态顾客价值投资管理模型以有针对性的提高企业投资绩效。
本研究采用了理论研究与实证验证相结合、定性研究与定量研究相结合、归纳与演绎相结合的方法。综合应用市场营销学、产业经济学、创新经济学、计量经济学的理论和分析方法,进行理论研究,建立分析框架,运用层次分析法和模糊综合评价模型,通过案例分析和实际调研,开展实证研究与对策研究。
With the changing economic situation, as the cells of the national economy, macroeconomic performance-based enterprises facing life cycle generally shortened development heightened uncertainty, companies must adopt new ideas in order to obtain better development customer value is one of the possible ways to solve business problems, create better value for customers, improve customer satisfaction and loyalty, and thus gain a competitive advantage for business investment and create higher profits. Therefore, all the work of the enterprise should be around the customer value requirements expand customer value management should become the basis of the operation of the business. This paper attempts to establish enterprises to invest in the performance evaluation of customer value-based framework model in the modern market environment, through research, to guide the investment behavior of enterprises based on customer value to.
In this paper, based on the enterprise's customer value design a better index system to evaluate the investment performance of the enterprise. In the evaluation process, the first time the combination of evaluation methods used in corporate investment performance evaluation based on customer value, empirical research data of the selected five pharmaceutical companies and dynamic customer value investment management model to targeted improve investment performance. The article also do the following work:(1) discusses the background of this research, indicate the theoretical significance and practical significance of this research, the research methods;(2) sets out the theoretical basis of this article and related research. Analyze and summarize the previous customer value, customer value management, and investment evaluation work, reviews of existing research, pointed out several issues of further study;(3) In-depth analysis of the inherent characteristics of the customer point of view of customer value, and that of its main features is differentiated and dynamic. Customer value differentiation challenges and competitive advantage to the enterprise, and the analysis of the causes of its variation of the dynamic change of customer value, customer value innovation process;(4) explore customer value, customer satisfaction, the degree of correlation between customer loyalty and corporate financial performance, building investment resource allocation model based on customer value and text analysis based enterprise based on customer value investment the formation mechanism of the performance;(5) establish three evaluation index system of the enterprise customer value-based investment performance, the use of the analytic hierarchy process and the comprehensive evaluation method to build the evaluation model. On this basis, select the "five pharmaceutical enterprises in Yunnan Province data, dynamic empirical analysis of the enterprise investment performance based on customer value, and dynamic customer value investment management model targeted to improve enterprise investment performance.
This study used a combination of theoretical research and empirical validation, a combination of qualitative and quantitative research, inductive and deductive methods combined. Comprehensive application marketing, industrial economics, innovation economics, econometrics theory and analysis methods, theoretical studies, and to establish the analytic framework, the use of the analytic hierarchy process and fuzzy comprehensive evaluation model, through case studies and practical research and to carry out empirical research and countermeasures Research.
引文
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