| 基于顾客资产的企业营销战略研究 |
| |
| 引用本文： | 高杰.基于顾客资产的企业营销战略研究[J].科学．经济．社会,2007,25(2):69-73. |
| |
| 作者姓名： | 高杰 |
| |
| 作者单位： | 上海财经大学,国际工商管理学院,上海,200439 |
| |
| 摘 要： | 新竞争环境下顾客资产成为企业竞争优势的新来源,本文通过对企业营销的目标、行为以及战略架构进行修正,启发企业只有将顾客作为最重要的经营资源并在营销战略制定和实施中予以充分体现,才能摆脱不断变化的环境因素对企业竞争优势的侵蚀与困扰,在纷繁复杂的竞争中保持先进。
|
| 关 键 词： | 顾客资产 顾客关系 超竞争 营销战略 |
| 文章编号： | 1006-2815（2007）02-0069-05 |
| 修稿时间： | 2006-12-28 |
Study on Enterprises' Marketing Strategies Based on Customer Equity |
| |
| GAO Jie.Study on Enterprises'''' Marketing Strategies Based on Customer Equity[J].Science Economy Society,2007,25(2):69-73. |
| |
| Authors: | GAO Jie |
| |
| Institution: | School of International Business and Administration, Shanghai University of Finance and Economics , Shanghai 200439, China |
| |
| Abstract: | Customer Equity is becoming a new resource for enterprises' competitive advantages under the new competitive environment.This paper puts forward amendments for marketing objectives,marketing activities,and marketing strategies which enlighten enterprises on only regarding customer as the most important management resource and reflecting this idea in the marketing strategies can they hold on to a dominant position in the complicated competition. |
| |
| Keywords: | customer equity customer relationship hyper-competition marketing strategies |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
