【作者】 李瑱贞；

【导师】 汪涛；

【作者基本信息】 武汉大学 ， 企业管理， 2004， 硕士

【副题名】一个综合性的分析框架

【摘要】 本文从企业战略规划的一般逻辑出发，比照菲利普．科特勒的以产品、业务为核心的企业战略计划，提出以顾客资产为核心的企业战略规划框架。即在确定公司使命的基础上，从确定顾客资产，为各类顾客资产安排资源，经营顾客资产，到企业战略绩效衡量和评估四个阶段讨论了以顾客资产为核心的企业战略规划的过程。本文提出了一个研究顾客资产的综合性的分析框架，并为企业在新形势下调整战略提供了一个具体的框架。 本文共分为六章，第一章是文献综述，第二章是文章构架；第三、四、五、六章分别对文章构架的每一个步骤进行了详细的论述。其中，第三章论述了确认顾客资产，分析了顾客资产的质量；第四章为各类顾客资产安排资源分析了顾客资产的组合管理和以顾客为中心的组织构架；第五章经营顾客资产，论述了顾客资产的获得、保留和交易，以顾客资产为核心的企业多元化战略；第六章企业战略绩效评估的指标和方法，探讨了顾客份额代替市场份额的必然性，以及顾客资产投资收益率的概念和应用。更多还原

【Abstract】 Conforming to the common logic of the enterprise strategic planning, this thesis points out the enterprise strategic planning that focuses on the customer equity, comparing with the enterprise strategy plan focused on the products produced by Roller. Based on the mission of the company, the first step of enterprise strategic planning focused on the customer equity is affirming the customer equity, and the second step is distributing the resource for different customer equity. The third step is running the customer step, and the last step is the measure of the strategic effect. The thesis creatively puts forward the analysis frame for customer equity, and gives the enterprise strategic planning for the companies.This thesis has six chapters. Chapter one is the literature about customer equity. In chapter 2 the author advances the frame of the thesis. Particular contents of the frame will be discussed in chapter 3,4,5 and 6. Chapter 3 studied how to affirm customer equity and analyzing the quality of customer equity. Chapter four is the content about distribute the resource for different customer equity. In chapter 5 running customer equity will be discussed. Chapter 6 researches the measure of the strategic effect, and talked about the necessity that customer share will replace the market share. In chapter 6 the thesis also considered what is ratio of the customer equity investment and how to apply it.更多还原