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在知识经济和信息时代,顾客资产评估研究已经成为近年来市场营销研究的重点和热点之一。在对顾客资产评估的文献进行回顾和梳理基础上,从顾客关系状态的视角对顾客资产的组成进行了解构,提出了顾客资产是由获取性顾客资产、保留性顾客资产和延伸性顾客资产三个部分组成。建立了获取性顾客资产、保留性顾客资产和延伸性顾客资产模型以及综合的顾客资产评估模型,应用一家通讯公司的内部数据,对模型进行了检验。
In the knowledge-based economy and information era, the research on customer asset valuation has become one of the focuses and hot spots of marketing research in recent years. On the basis of reviewing and combing the literature of customer assets evaluation, this paper deconstruct the composition of customer assets from the perspective of customer relationship status, and propose that customer assets consist of acquired customer assets, retained customer assets and extended customer assets. A part of the composition. Established the customer acquisition model, customer retention model and extended customer model, as well as a comprehensive evaluation model of customer assets. Using the internal data of a communications company, the model was tested.