面向组织客户的客户价值评价体系设计

客户根据其是否具有组织特性而分为个人客户和组织客户,组织客户对于一个企业的重要性和战略意义越来越不容忽视。而目前关于客户价值评价方法的研究没有明确其对象,由于个人客户与组织客户在许多方面存在较大差异,因此本文将针对组织客户提出客户价值评价方法,将在前人研究的基础上从直接价值和间接价值两个角度给出组织客户价值评价体系,并通过专家访谈修正该体系,主要从组织自身和其所在网络两个角度进行分析,丰富和完善组织客户间接价值评价维度。

The Design of Value Assessment System of Organizational Customer

Customers can be divided into individual customers and organizational customers according to their characteristics.The importance and strategic significance of organizational customers for a business should not be overlooked.The current evaluation method on customer value research does not specify its object,whereas there are differences between individual customers and organizational customer in many ways.Hence,this research will focus on organizational customers to study customer evaluation method which is based on previous studies from two angles: direct value and indirect value.The main contribution of this research is to enrich and improve the customer indirect valuation dimensions,by analyzing from the organizational itself and network effect.