顾客与企业盈利能力分析初稿 14805字 投稿：任紱紲.doc

顾客与企业盈利能力分析初稿 14805字 投稿：任紱紲 顾客与企业赢利能力分析 学生：张文龙 指导教师： 内容提要：销售收入、费用相关、资产周转率都是影响净资产收益率的因素。而这些因素又与顾客直接相关。我们可以说顾客是影响着净资产收益率的，从而顾客与企业赢利能力存在一定关系。企业以顾客满意和顾客价值为中心，通过管理顾客的终生价值获利。而顾客通过感知和欣赏双方持续关系中创造的价值而获得最大的满足感。这种价值的交互过程使得双方都能从中获益，形成利益互补的相互依赖关系与“双赢”模式，从而保证了双方关系的持续稳定。进入网络时代，企业不仅要靠赢利投入，更要做好面子工程。企业网站是用来在网络体现企业的形像、文化、产品、服务的一个站点。由于搜索引擎的发展，也让企业网站在其网络营销中占有非常大的重要性。要让企业网站在搜索引擎上突出自身的优点，击败竞争对手，来留住潜在客户. 关键词：销售收入 赢利投入 双赢模式 赢利能力 营销观念 Customers and enterprise profitability analysis Abstract ：Value of sales, related costs and assert turnover all have influence over ROE. The three factors are related to customs. So we put forward a hypothesis that customs have considerable influence over ROE, whats more, customs have something to do with the corporation ability of making profits. Corporation aims at value and satisfaction of customs. It make profits by managing customs? lifetime value, meanwhile, customs feel satisfied in the way which customs realize and admire the value created between the bilateral relationships. Both customs and corporation can make profits from the bilateral interaction. Consequently, double-win and relines-on each other model can be established. The model keeps stable relationship. Nowadays, our world enters in a network age. Corporation website shows the image, culture, product and service of corporation. It accounts for sales of website with searching engine development. How can we make website show itself advantage so that we can defeat the rival and attract potential customs? Key words: sales revenue profitable investment profitability marketing concept 目 录 一、企业赢利能力概述...........................................................................................................................1 （一）赢利能力定义 ................................................................................................... 1 （二）顾客与企业赢利能力相关的公式推导 ........................................................... 1 （三）顾客与企业赢利能力存在一定关系 ....................................