| 关系营销范式下的顾客细分模型构建 |
| |
| 引用本文： | 粟湘福.关系营销范式下的顾客细分模型构建[J].经济研究导刊,2012(3):243-245. |
| |
| 作者姓名： | 粟湘福 |
| |
| 作者单位： | 保险职业学院 |
| |
| 摘 要： | 传统顾客细分大多基于人口统计变量等指标，无法反映顾客满意、顾客忠诚等关系营销的本质。以顾客忠诚、顾客价值理论为工具，围绕着顾客与企业建立关系的意愿，构建了顾客忠诚、顾客价值、忠诚一价值关系营销下的顾客细分模型。这一模型明确了关系营销范式下的顾客细分是以价值为基础进行细分，资源配置和保持策略则是根据不同顾客的价值制定。
|
| 关 键 词： | 关系营销 顾客细分 顾客价值 顾客忠诚 |
The Construction of Customer Segmentation Model Under Relationship Marketing |
| |
| SU Xiang-fu.The Construction of Customer Segmentation Model Under Relationship Marketing[J].Economic Research Guide,2012(3):243-245. |
| |
| Authors: | SU Xiang-fu |
| |
| Institution: | SU Xiang-fu(Insurance Professional College,Changsha 410114,China) |
| |
| Abstract: | The article firstly analyzed the selection of customer segmentation standard,and then through the rview of customer segmentaion based on customer value and customer loyalty respectly,and constructs an model of customer segmentaion under relationship marketing integrated customer value and customer loyalty. |
| |
| Keywords: | relationship marketing customer segmentation customer value customer loyalty |
| 本文献已被 CNKI 维普 等数据库收录！ |
