顾客份额的形成机理与提高策略

随着市场份额衡量企业盈利能力和竞争优势的缺陷不断暴露，顾客份额因能更准确、更直接、更有效地衡量盈利能力强弱和竞争优势大小而成为广大企业采用的新指标，并且正在发展成为企业赢得顾客的新理念和新策略。本文将在全面分析顾客份额的基本内涵基础上，通过构建顾客份额形成机理金字塔模型深入剖析顾客份额的形成机理与影响因素，并据此进一步提出企业提高顾客份额的策略选择。

Forming Mechanism of Customer Share and Improved Strategies

In retrospect of the self-concept in consumer behavior theory,the paper discusses the male consumer self-concept,self-theory and related model.Based on the hypothesis,the theory and model are tested by the way of gene analysis and relevance analysis,together a questionnaire about male consumption.Simultaneously,a dynamic study on influential factors of self-concept is carried out. Finally,the paper simply deals with the application and development of the theory.