品牌社区的客户价值评价体系研究.pdfVIP

要 客户是一个企业可持续发展的不竭动力，谁拥有了客户、谁就拥有了市场， 拥有了竞争力。在当前客户的消费需求正发生深刻变化，以及品牌社区理论深入 发展的背景下,研究品牌社区客户价值的评价体系意义重大而深远。客户价值指的 是企业为客户创造的价值，是客户对企业所提供产品或服务的综合效用的主观评 价；而品牌社区则是指偏好于某一个品牌的客户所构成的社会关系网络。因此我 们必须从每个客户的不同价值需求出发，对品牌社区的客户成员进行分类，给他 们提供符合自身期望的客户价值，从而更好的巩固企业同客户成员的关系。 本文首先介绍了研究背景、国内外相关文献回顾以及本文的构架。其次，叙 述了客户价值的相关理论、品牌社区的相关理论和客户价值评价体系的研究方法。 再次，论述了品牌社区客户价值分析及其评价体系的构建。然后，通过调查问卷， 根据调查问卷所得的数据对品牌社区的客户价值的评价体系进行了实证分析 。最 后，对品牌社区客户价值评价体系的应用进行了分析，得出了品牌社区客户价值 评价体系对企业营销实践的启示。 关键词：品牌社区 客户价值 评价体系 1 Abstract The customer is an inexhaustible motive force of sustainable development in enterprises, who owns the customer, whoever owns the market,owns competitive edge. In the context of the customer s consumer demand is undergoing profound changes,and the brand community theory is depth-development, researching the evaluation system of brand community customer value is significant and profound . Customer value refers to the enterprise to create value for customers, is the customer s subj ective evaluation to Integrated utilit of customers products or services provided by enterprises; and brand community is the social networks formed by the customer who prefers to a particular brand. So We must from different values of each customers demand,to classify the customer members of Brand Community, to provide customer value which is match with themselves desire, leading to better consolidation of corporate membership with the customer relationship. At first,this paper introduces the research background, related literature review, as well as a framework for this article. Second, it describes the conception of customer value and brand community、the methodology of customer value evaluation system . Again, discusses the value of brand communit