| 论市场化解道德风险的制度内涵 |
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| 引用本文： | 孙斌艺.论市场化解道德风险的制度内涵[J].华东师范大学学报(哲学社会科学版),2003,35(2):102-106,F003. |
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| 作者姓名： | 孙斌艺 |
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| 作者单位： | 华东师范大学,商学院,上海,200062 |
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| 摘 要： | 道德风险是指在信息不对称的情形下，市场交易一方参与人不能观察另一方的行动或当观察（监督）的成本太高时，一方行为的变化导致另一方的利益受到损害，通过有效的激励机制可以使由信息不对称产生的道德风险得以控制，当然这是以委托人支付一定激励成本为代价的。市场制度已经发展出一些化解道德风险的机制，如信任机制、部分保险或扣押机制、筛选和信号发送机制以及长期合同机制。
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| 关 键 词： | 道德风险 激励机制 市场 制度 |
| 文章编号： | 1000-5579(2003)02-0102-05 |
An Exploration of the Customer Value in the Travel Agency Marketing |
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| ZHANG Wen-jian,FAN Hui.An Exploration of the Customer Value in the Travel Agency Marketing[J].Journal of East China Normal University :Philosophy and Social Sciences Edition,2003,35(2):102-106,F003. |
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| Authors: | ZHANG Wen-jian FAN Hui |
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| Abstract: | The customer value is a collective effect of an enterprise' s attributes, products and services . It is a result of the increment of customers benefits that can be evaluated by the customers. This recognition is different from some definitions that emphasize the content of customer value. It stresses the structure of customer value, thus finding a way to prove the customer value in travel agency marketing. The customer value has five elements: attributes of product, attributes of service, attributes of image, attributes of price, and attributes of relation. On the basis we put forward some methods of improving a travel agency s customer value: evaluating the situation of customer value through a series of indexes in marketing practice, sequentially finding out the main driving factors in the whole value system, and then realizing the value delivered to customers by the travel agency through a study and improvement of those main driving factors. |
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| Keywords: | travel agency marketing customer value value delivery |
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