基于顾客价值的企业协同营销研究未修正版本

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1、中国海洋大学硕士学位论文基于顾客价值的企业协同营销研究姓名：闫玮頓申请学位级别：硕士专业：企业管理导教师：崔迅20080601ResearchonCorporateSynergisticMarketingbasedonCustomerValueAbstractWiththeglobalizationoftheworldeconomyandthetrendtowardintegrationofthebasicestablishment,industriesborderhasbecomeincreasinglyblurred,customerneedsalsobecomeever-changin

2、g,allowscompaniestothebusinessJenvironmenthasundergonetremendouschanges.Underthenewmarketingenvironment,theconceptofcustomervalueisbeingconsideredasanewsourceforenterprisetohaveanadvantageincompetition,andthecustomervaluestrategyisanimportantpartofdevelopmentstrategy.However,mostofthetraditionalthe

3、oriesofsynergisticarefromthepointofresourcesviewofthesynergiesofenterprises,thesynergybetweenbusinessesandcustomersarenotminedenough.Company'sstrategictaskisbuildingupabridgebetweenthecompany'scapacityofcreatingcustomervalueandthetargetcustomersinthemarketormakingcompany'scapacityofcreatingcustomer

4、valueperfectlymatchthevaluedemandoftargetcustomersinthemarket.Thispaperaimstoexploremarketingsynergiesofenterpriseundernewenvironmentsothatpropose“ResearchonCorporateSynergisticMarketingbasedonCustomerValue"basedoncustomervalue-orientedideas.Enterprisesmustcomplywithdifferentcustomersegmentationand

5、diversificationneeds,aswellastheirownabilityandresourcestochoosesuitablecustomervaluepositioningastheconstructionofthecoresupportsystemforcustomerstoprovidesatisfactoryserviceexperience,andturnthemintoloyalcustomers,andultimatelyenableenterpriseswiththeabilitytocreatemorevalueandlastingcompetitivea

6、dvantage.Thesepaperfirstestablishmentsofthebasefromthecustomervalueandthetheoreticalvaluechainretrospectiveanalysis.Sneeringinthetraditionaltheoryofevolutionrecalledandafteranassessment,pointingoutitsdeficienciesandlimitations,andonthisbasis,basedonthecustomertodefinethevalueofthedefinitionofCorpor

7、ateSynergisticMarketingbasedonCustomerValue，andestablishedthevalueofproducts,servicesvalue,brandvaluefortheevaluationscale.Andthenbuildonthespecificneedsofcustomers'portfoliovalueofvalue-netmarketingsynergi