| 顾客价值动态性及其对竞争优势的影响 |
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| 引用本文： | 董大海,权小妍.顾客价值动态性及其对竞争优势的影响[J].预测,2004,23(1):11-15,42. |
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| 作者姓名： | 董大海 权小妍 |
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| 作者单位： | 大连理工大学,管理学院,力迪市场营销研究所,辽宁,大连,116024 |
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| 基金项目： | 国家自然科学基金资助项目(70072003) |
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| 摘 要： | 研究顾客价值动态性不仅有助于企业获取竞争优势，更对整个顾客价值研究领域有重要贡献。但是，目前为数不多的一些关于顾客价值动态性的研究都是通过分析“企业—顾客”的关系中的一些影响因素来间接分析顾客价值的变化，忽略了企业间的竞争对顾客价值动态性的影响。本文根据“边际效用递减”法则从“企业—企业”的角度分析了企业间的竞争行动对顾客价值动态变化的影响，在此基础上总结了顾客价值要素变化的类型和规律，并分析了不同类型的顾客价值要素对企业竞争优势的作用。
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| 关 键 词： | 顾客价值 动态性 边际效用递减 竞争优势 |
| 文章编号： | 1003-5192(2004)01-0011-05 |
Customer Value Change and Its Impact on Competitive Advantage |
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| DONG Da-hai,QUAN Xiao-yan.Customer Value Change and Its Impact on Competitive Advantage[J].Forecasting,2004,23(1):11-15,42. |
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| Authors: | DONG Da-hai QUAN Xiao-yan |
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| Abstract: | The study on customer value change not only helps firms attain competitive advantage, but also contributes a lot to the field of customer value. But there are only a few researches on it until now. Even though, most of them focus on analyzing forces of customer value change in context of firm-customer relationship, in order to learn those changes indirectly. However, the impact of competitions of firms on customer value change is ignored. That is just what this article wants to analyze and the law of marginal utility diminishing is applied in the analysis. Furthermore, the authors categorize types of customer value dimensions with change and conclude rule of the change. The influences of those types of customer value dimensions on competitive advantage are also discussed. |
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| Keywords: | customer value change marginal utility diminishing competitive advantage |
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