资源约束下的客户资产获取与保留问题研究

【作者】 陈建勋；

【导师】 李怀斌；

【作者基本信息】 东北财经大学 ， 企业管理， 2005， 硕士

【摘要】 本文从获取和保留的角度来研究客户资产，目的是使企业在资源约束的条件下，合理地选择客户获取与保留战略，将获取与保留整合起来以提高客户的资产价值。此项研究的实践意义是，纠正企业片面重视客户获取或保留的传统认识，树立正确的获取与保留观，根据企业自身的实际情况选择获取或保留战略，以整合的视角来积累客户资产，从而为寻求提高客户资产价值的企业提供新的思路和方向。 本文分为四个部分。第一部分是文章的研究背景与文献综述，指出了本文的研究背景与选题意义，对当前客户资产的研究现状，客户获取与保留问题的研究进行了理论综述。 第二部分对客户资产进行了新的阐释。本文对营销上容易混淆的消费者、顾客与客户进行了概念界定，并从研究视角、关系深度、营销关注三个方面对其进行了比较分析，指出客户是企业营销关注的重点，从而客户资产才是企业应该努力获取和保留的。然后本文对客户资产的内涵进行了重新解释，并对客户资产观和客户满意观进行了比较分析。 第三部分阐述了客户资产获取／保留的测评标准与矩阵组合。首先对客户资产获取与保留、营销资源的概念进行了界定，对客户资产的来源进行了分析，指出潜在型客户和竞争型客户是客户资产的两个来源；在测评体系中，运用二分法为客户获取资产和保留资产建立了测评标准；在客户资产分类中，从成本和资产盈利性两个视角对客户资产进行了分组，得出了“容易得到的客户未必是好客户”的结论。 第四部分提出了客户资产获取与保留的整合分析框架，并提出了企业选择客户资产获取或保留战略的判别模型，指出企业不应盲目地保留客户，而应该根据实际情况选择自己的战略，使有限的营销资源在客户获取与保留之间进行合理的分配，并从经济学角度指出了企业的最优投资路线，最后指出了客户资产如何增值的实施策略。 本文的创新之处主要有： (1)对消费者、顾客与客户内涵进行了重新界定，并从研究视角、关系深更多还原

【Abstract】 From the perspective of acquisition and retention, the paper analyzes client equity in order to make enterprise adopt client acquisition and retention strategy reasonably, integrates the acquisition and retention so as to improve client equity value under the circumstance of resource restrain. The practical meaning of this research is to rectify traditional understanding to client acquisition and retention, establish right view of acquisition and retention, adopt client acquisition and retention strategy according to own reality, accumulate client equity from the integrate angle, provide new idea and orientation for those enterprises who want to improve the client equity value.This paper is divided into four parts. The first part is the background and literature review, pointing out research background and meaning, current academic research status of client acquisition and retention.The second part innovates the connotation of client equity. The paper re-defines the concept of consumer, customer and client, compares them from the research perspective, depth of relation, marketing care, indicating that client is the focus of marketing care, client equity should be the priority for acquisition and retention. Then the paper re-explains the content of client equity, and compares the view of client equity with the view of client satisfaction.The third part elaborates client equity acquisition/retention measurement and matrix. Firstly the paper defines the concept of client equity acquisition/retention and marketing resource, pointing out the potential client and competitive client are the main source. Then according to Blattberg&Deighton’s dichotomy, the paper establishes the measurement criteria for client acquisition and retention. Finally in the client equity classification, from the angle of cost and equity earnings, clients can be divided into different parts, concluding that client who was easily acquired may not be a good client.The fourth part puts forward the integrate framework for client acquisition and更多还原