| 基于顾客资产的营销模式研究——以LG电子(中国)为例 |
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| 引用本文： | 张永冀,李嘉.基于顾客资产的营销模式研究——以LG电子(中国)为例[J].河北经贸大学学报,2009,30(2). |
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| 作者姓名： | 张永冀 李嘉 |
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| 作者单位： | 1. 中国人民大学,商学院,北京,100872
2. 河北省张家口市高等级公路管理处,河北,张家口,075000 |
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| 摘 要： | 顾客资产概念的提出对传统营销模式产生了极大冲击,迫使企业从传统营销模式走向基于顾客资产的营销模式。在改善的基于顾客资产的营销模基础上,我们对LG进行了实证研究,结果表明:基于顾客资产的营销模式不仅具有理论意义,且具有可操作性和分析价值,对企业的营销实践具有指导性。
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| 关 键 词： | 顾客资产 营销模式 LG电子 |
Marketing Mode Based on Customer Equity |
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| Zhang Yongji,Li Jia.Marketing Mode Based on Customer Equity[J].Journal Of Hebei University Of Economics and Trade,2009,30(2). |
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| Authors: | Zhang Yongji Li Jia |
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| Abstract: | The concept of customer equity poses a great impact on the traditional marketing mode,forcing the enterprise to transform from the traditional marketing to the marketing mode based on customer equity.We use the improved marketing mode based on customer equity to conduct empirical study of LG.The conclusion is that the marketing mode based on customer equity not only has great theoretical significance but also is of easy operation and analytical value and therefore is beneficial to the marketing practices. |
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| Keywords: | customer equity marketing mode LG |
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