基于客户价值的企业营销策略研究

与有形资产相比,客户日益成为稀缺的资源,提升客户价值成为营销管理的重点,吸引与保持客户的能力决定了企业的生存。从提升客户价值出发,通过建立客户价值评估模型,提出了企业针对客户的具体营销策略:提高客户利润与保持客户策略。

Enterprise Marketing Strategy on the Basis of Customer Value

Compared with the tangible asset,the customer becomes the scarce resources day by day,so promoting cus-tomer value becomes the key point of marketing management,and the ability of maintaining the customer determines the survival of enterprise.This article establishes customer value evaluation model on the basis of promotion customer value,and then proposes the concrete marketing strategy of enterprise in view of customer.It contains the strategy of enhancing the customer profit and the strategy of customer ...