客户性质新解与客户内部化

本文提出并论证了以下观点:客户是企业关系营销发展的产物,具有外部环境要素和内部组织要素的双重模糊属性;目前,企业对客户的组织要素属性认识和利用得不够,企业内存在着客户缺失、错位和非组织化的问题;解决这一问题的途径是利用客户的组织属性来实行客户内部化,其初级形式和支持条件是客户DIY和柔性产品模型;企业自觉主动地实行客户内部化,对发掘客户潜在价值等具有多方面的的理论意义和实用价值。

New Explanation on Nature of Clients and Internalization of Clients

The paper put forward the viewpoints as followings.Clients are the result of development on Relationship Marketing whose external environmental elements and internal organizational elements are all uncertain.The research and application on the nature of clients organization elements are not enough at present.Many firms have headaches on the clients'absence,unfitness and nonsystem.The way of resolving these problems is carrying out clients internalization by making use of the clients'nature of organization.The basic measures and support conditions are clients DIY and flexible products model.The firms'practicing on clients internalization initiatively have theory significance and practice value to explore the latency clients and so on.