基于顾客资产的顾客份额价值研究

顾客终身价值概念的提出对于保持顾客、提高顾客购买价值意义重大，但可适用性有待于进一步验证，顾客份额价值概念对于企业实践操作更具有适用性。顾客份额价值包括顾客忠诚的期间价值、人气价值、持续购买价值、口碑价值、顾客为企业创造的品牌价值和企业可持续发展价值。为此，企业必须加强分众情感管理、老顾客的分级管理及建立荣誉顾客和老顾客分红制度等。

Research on the Customer Share Value Based on Customers' Assets

The concept of customer lifetime value(CLV)plays a significant role on how to maintain customers and to im-prove the customer purchasing value.However,it's applicability to a corporate should be gradually tested.while the concept of customer share value(CSV)can be more applicable.The CSV encompasses customer loyalty's period value.customer popularity value,customer continuous purchase value,customer public praise value,corporation brand value created by the customers and corporate sustainable development value.Therefore,a corporate should enhance its institu-tions of focus emotional management,old customer classified management,and bonus management for honored and old customers.