| 基于客户价值细分的营销资源配置研究 |
| |
| 引用本文： | 韩明华.基于客户价值细分的营销资源配置研究[J].科技与管理,2009,11(1). |
| |
| 作者姓名： | 韩明华 |
| |
| 作者单位： | 宁波大学,商学院,浙江,宁波,315211 |
| |
| 基金项目： | 国家自然科学基金，国家社会科学基金，教育部高等学校博士学科点专项科研基金 |
| |
| 摘 要： | 营销资源的分配是营销活动的基础,也是企业RCM的核心任务之一.将客户价值作为营销资源分配的基准,根据客户的当前价值与潜在价值将客户细分成四类,在对企业营销资源的分类进行研究的基础上,提出了一种营销资源定量分配的方法,最后结合企业实例,运用聚类分析方法进行客户细分,并利用细分结果实现了企业营销资源的定量分配.
|
| 关 键 词： | 客户价值 细分 营销资源 配置 |
Research of marketing resource allocation based on customer value segmentation |
| |
| HAN Ming-hua.Research of marketing resource allocation based on customer value segmentation[J].Science-Technology and Management,2009,11(1). |
| |
| Authors: | HAN Ming-hua |
| |
| Institution: | Faculty of Business;Ningbo University;Ningbo 315211;China |
| |
| Abstract: | The allocation of marketing resource is the basis of marketing activities,which is also one of the core tasks of enterprises RCM.This paper regards customer value as a marketing resource allocation benchmarks and subdivides the customers into four categories according to the present and potential value of customers.Based on the classification of enterprise marketing resources,it proposes a quantitative marketing resource allocation method.Finally,by the practice researching in to an enterprise,the paper seg... |
| |
| Keywords: | customer value segmentation marketing resource allocation |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
