学士学位毕业论文顾客让渡价值理论及其应用学生学号:20074043317学生姓名:刘荣荣指导教师:刘志成所在学院: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:Withtheadventofcustomer-orientedera,customersbecomeincreasinglyrationalandmature.Enterprisesinordertopleasecustomersandovercomethecompetitors,theonlystrategicweaponistocreateanddeliveredtocustomersmorevalue.Onlybuystandingatthecustomersperspectiveinmind,andfullyunderstandtheirneeds,theycanmaketheproductswhichmakethemfeeltheproductionishigh-valueandlow-costorservicetomeettheirneeds,sobusinesscangenerateandendlessstreamofprofits.PhilipKotlerforwardthetheory,“CustomerTransferValue”whichisthetheoreticalbasisofmaintainingthecustomerseffectively.TheamountoftheCustomerTransferValuedecidesthedepthofthecustomersatisfaction.Onlycustomersatisfaction,theenterprisecanbetterprofit.Proceedfromtheoverallvalueofenterprisecustomers,toachieveaccuratepositioninginthemindsofcustomers,managecustomerassetstothebusinesspointedoutthestrategicdirection.Keywords:customerdeliveredvalue;customertotalvalue;customertotalcost目录1前言...................................................................11.1应用价值与理论意义...............................................11.2国内外研究现状...................................................11.3本文拟解决的问题.................................................32顾客让渡价值的相关理论.................................................32.1顾客让渡价值的含义...............................................32.2顾客让渡价值的特点...............................................43提升顾客让渡价值的途径.................................................53.1增加顾客总价值减少顾客总成本.....................................53.2顾客总价值不变减少顾客总成本.....................................53.3增加顾客总价值顾客总成本不变.....................................53.4顾客总价值小幅度减少顾客总成本大幅度减少.........................53.5顾客总价值大幅度增加顾客总成本小幅度增加.......................54选择顾客让渡价值途径应考虑的因素.......................................64.1识别顾客价值的主要属性...........................................64.2评价不同属性重要性的额定值.......................................64.3评估公司和竟争者在不同属性上的重要度.............................64.4监测不断变化中的顾客特性.........................................65提升顾客让渡价值的一般策略.............................................65.1通过产品创新、提高产品和服务质量来增加顾客总价值.................65.2加强企业内部各部门合作及上下游企业间合作,提高顾客让渡价值.......75.3通过降低顾客购买总成本实现增加顾客让渡价值.......................76顾客让渡价值在应用中应该注意的问题.....................................86....