【摘要】 在交易营销向关系营销转变过程中 ,关系取代交易成为企业现代营销最重要的目标。基于企业与顾客互动关系内化而成的顾客资产正日益成为企业培育核心竞争力、构建竞争优势的关键资源 ,成为企业竞争成败的决定因素。本文将在全面分析顾客资产的价值内涵基础上 ,用“服务—利润价值链”理论系统解析顾客资产的形成机理 ,并据此进一步提出顾客资产的增值策略。更多还原

【Abstract】 Relationship instead of traction has become the most important goal of modern market during the transformation from transaction market to relationship market. Customer equity based on the interactional relationship between corporation and customer is becoming the key resource by which the corporation creates the core competitive capability and builds competitive advantage, and the determinant ingredient to determine success or failure. The article analyses systemically the formation of customer equity with the theory of service-profit chain, based on analyzing comprehensively the connotation of it, and puts correspondingly forward incremental strategies.更多还原