《顾客让渡价值理论及其应用》-毕业学术论文（设计）.docVIP

精品 0 - 精品 学士学位毕业论文 顾客让渡价值理论及其应用 学生学号： 学生姓名： 指导教师： 所在学院：经济管理学院 专 业：市场营销 中国·大庆 2011年5月 摘要：随着顾客导向时代的到来，顾客变得日益理性和成熟。企业要想取悦顾客并 战胜竞争对手，重要的战略武器就是给顾客创造和让渡更多的价值。只有站在顾客的角度考虑问题，充分了解他们的需求，并生产出来令他们感到具有高价值、低成本的产品或服务来满足他们的需求，企业才能赚取源源不断的利润。企业要获得持续不断的利润的根本基础是要为顾客创造更多的让渡价值。菲利普·科特勒提出的“顾客让渡价值”理论，为企业在后经济时代维系顾客关系的有效性提供了理论基础。顾客让渡价值的大小决定了顾客满意度的高低，只有顾客满意了企业才能更好的获得利润。企业要从整体顾客价值着手，在顾客心中实现准确定位，从而为企业驾驭顾客资产指明了战略方向。 关键词：顾客让渡价值；顾客总价值；顾客总成本 Abstract：With the advent of customer-oriented era,customers become increasingly rational and mature. Enterprises in order to please customers and overcome the competitors,the only strategic weapon is to create and delivered to customers more value. Only buy standing at the customers perspective in mind,and fully understand their needs,they can make the products which make them feel the production is high-value and low-cost or service to meet their needs,so business can generate and endless stream of profits. Philip Kotler forward the theory,“Customer Transfer Value”which is the theoretical basisof maintaining the customers effectively.The amount of the Customer Transfer Value decides the depth of thecustomer satisfaction. Only customer satisfaction, the enterprise can better profit. Proceed from the overall value of enterprise customers, to achieve accurate positioning in the minds of customers, manage customer assets to the business pointed out the strategic direction. Keywords: customer delivered value; customer total value; customer total cost 目录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc280639296 1前言 1 HYPERLINK \l _Toc280639297 1.1应用价值与理论意义 1 HYPERLINK \l _Toc280639298 1.2国内外研究现状 1 HYPERLINK \l _Toc280639299 1.3本文拟解决的问题 3 HYPERLINK \l _Toc280639300 2顾客让渡价值的相关理论 3 HYPERLINK \l _Toc280639301 2.1顾客让渡价值的含义 3 HYPERLINK \l _Toc280639302 2.2顾客让渡价值的特点 4 HYPERLINK \l _Toc280639303 3提升顾客让渡价值的途径 5 HYPERLINK \l _Toc280639304 3.1增加顾客总价值减少顾客总成本 5 HYPERLINK \l _Toc280639305 3.2顾客总价值不变减少顾客总成本 5 HYPERLINK \l _Toc280639304 3.3增加顾客总价值顾客总成本不变 5 HYPERLINK \l _