【摘要】 对顾客资产进行测量和管理的目的是提升顾客资产。本文以移动通信企业的顾客资产提升为例,利用四维驱动顾客资产测量模型确定了影响企业顾客资产的各亚驱动要素的权重系数,结合对企业顾客资产驱动要素的定性分析,提出了提升企业顾客资产的相应策略,为顾客资产提升研究提供了新的研究思路。更多还原

【Abstract】 The ultimate goal of customer equity measurement and management is to promote the company’s customer equity.The customer measurement model we illustrate can be used to determine the weight coefficients which show the influence degree of each sub-driver to the company’s customer equity.We apply this approach in the mobile communications enterprises and discuss the customer equity promotion strategies guided by the influence degree of each sub-driver,providing a new research approach used in the literature on promotion of customer equity.更多还原