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目前,航空公司管理人员往往是根据相对的市场份额来衡量企业的市场业绩,而顾客资产理论认为,市场份额只是衡量企业业绩的后视镜,并不能充分地计量企业的业绩。市场份额只能表明企业过去的业绩。航空公司的顾客资产才是衡量营销投资收益的关键性指标,是市场能否长期成功的关键。航空公司的管理人员应根据营销投资对顾客资产的影响,衡量营销投资效果。
At present, airline managers often measure their market performance based on their relative market share. However, customer equity theory holds that market share is merely a rear-view mirror that measures business performance and does not adequately measure the performance of an enterprise. Market share can only show the past performance of the enterprise. Airline customer assets is a key measure of marketing investment returns, the key to the long-term market success. Airline managers should measure the impact of marketing investments on the impact of marketing investments on customer assets.