【作者】 匡奕球；

【导师】 高隆昌；

【作者基本信息】 西南交通大学 ， 企业管理， 2004， 硕士

【摘要】 现代市场的竞争主要表现为对客户的全面争夺，建立并维持与客户之间的关系已经成为企业建立独特竞争优势最为重要的基础之一。客户资产的概念提出来之后，企业开始借助资产管理的方法来经营客户。在客户资产理论中，客户资产价值评价和实现是重要的组成部分，并日益受到企业界和理论界的重视。本文在分析国内外相关文献及研究成果的基础上，针对这一问题做了较为深入的探讨。 首先，论文对客户资产的价值构成进行了全面分析，指出购买价值和非购买价值是它的两个重要组成部分，拓展了过去对客户资产价值的单一认识。同时，文章还对客户资产价值的不确定性进行了论述。 其次，基于对客户资产价值内涵的全面认识，论文构建了客户资产评估的指标体系，并运用模糊综合评价方法进行了计算。其中，客户购买价值的度量是评价中的难点，文章在分析现有计算方法的基础上，对其中存在的不足进行了改进和完善。 最后，论文对客户资产价值的实现机理进行了详细论述。文中指出客户感知价值是实现客户资产价值的根本驱动因素，并重点讨论了它的推动力及其构成；基于对客户生命周期的分析，文章对客户资产价值的实现过程进行了阐述，分析了客户资产价值实现的动态控制原理；考虑到企业文化等平台是实现客户资产价值的重要基础，本文对此也进行了相应的分析。 目前，以客户资产理论为基础的客户关系管理在企业的应用范围越来越广，成为提升企业竞争力的利器。客户关系管理成功应用的重要前提就是要对客户资产价值全面合理的评估，并在此基础上针对优质客户进行价值实现活动。本文的研究对于企业正确认识客户资产的价值、提高客户关系管理成功的可能性以及实现企业自身的价值具有重要意义。更多还原

【Abstract】 The competition in modern market mainly reflects in the intense fight for customers. Thus to establish and to keep customer relationship becomes one of the main bases to establish the enterprise’s unique competitive advantage. The enterprises start to make use of the asset management to manage customers after the proposal of customer asset concept. In the theory of customer asset, the assessment and realization of customer asset value is the most important composing parts. The enterprises and theoretical field have attached more and more importance to these two aspects. Based on the related studies and researching fruits, these two issues will be studied in depth in this thesis.Firstly, the composition of customer asset value will be analyzed fully in this thesis. In light of the analysis, it is pointed out that purchasing value and non-purchasing value are the two important composing parts of customer asset value. In this way, the single-facet understanding of customer asset value will be extended. Meanwhile the uncertainty of customer asset value will be also discussed.Secondly, based on the comprehensive understanding of the customer asset value, its evaluation indexes system will be established in this thesis. Furthermore, these indexes will be calculated by applying fuzzy comprehensive evaluation. Among these indexes, the measurement of customer purchasing value is the most difficult point. Based on the analysis of current calculating means, the measurement of customer purchasing value will be improved.Lastly the realization mechanism of customer asset value will be discussed in details. It is pointed out that the customer’s perceived value is the basic driving factor of the realization of customer asset value. Its motivation and composition will be discussed herein. Based on the analysis of customer life cycle, the realization process of customer asset value will be interpreted and the dynamic controlling tenet of customer asset value realization will be discussed.Considering enterprise culture is one of the main factors to realize customer asset value, enterprise culture will be discussed here to a degree.As an effective tool to improve enterprise’s competitive force, currently the customer relationship management based on customer asset theory has been employed more and more extensively. An important premise of the successful management of customer relationship is to assess the customer asset value reasonably and comprehensively and to process the value realization activities with such value, which are directed at the senior customers. The current study is significant for the correct understanding of the customer’s asset value, the improvement of successful customer relationship management and the realization of the enterprise value itself.更多还原