Customer Value Management-Practical Insights for the Medium-sized Enterprise-外文翻译

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1、外文翻译原文CustomerValueManagement:PracticalInsightsfortheMedium-sizedEnterprise资料来源:http://www.ccsbe.org/documents/smeeAUGUST-2009.pdf#page=34作者：J.TerenceZingerAbstract:Agrowing,diversifiedcustomerbaseisoneofthemeasuresofasuccessfulsmallenterprise.Yethowmanyentrepr

2、eneurscanhonestlysaythattheirbusinessisfullyexploitingthisresource?Therehavebeenanumberofinterestingadvancesinmanagementpracticeintheareaofcustomeranalysisandtheuseofcustomer‘profitabilitytiers’torefineserviceofferingsandmarketingprograms.Thisarticlereviewsthe

3、implicationsformedium-sizedenterprises,andprovidessomepracticalimplementationguidelines.Introduction:Fewbusinesseshavetheluxuryofbeingabletocommitscarceresourcesandvaluableemployeetimetounprofitableaccounts;thisisparticularlytruewithinthecurrenthostileeconomic

4、climate.Similarly,fewcanaffordtolosevaluedclientstotheircompetitors.Thus,ascorporationsstrivetoimprovetheirrelationshipswithkeycustomersandtransformunprofitableaccountsintoprofitableones,thethemeofhowtobettermeasure,manage,andimprovecustomerprofitabilityistakin

5、gonincreasingimportance.Contemporaryresearchinthisfield(HowellandSoucy,1990;Mittal,Sarkees,andMurshed,2008;Ryals,2006;VanRaaij,2005,Zeithaml,Rust,andLemon,2001),hasspawnedanumberofmanagementconcepts:CustomerProfitabilityAnalysis(CPA),CustomerLifetimeValue(CLV)–

6、aperformancemeasureoflongtermcustomerworth–andCustomerValueManagement(CVM).Thefocushereisoncustomerprofitabilityandvalue,ratherthanthetraditionalemphasisonproductprofitabilityandcustomersatisfaction(GuptaandLehman,2007).Inaddition,thereisanemphasisonmanagingyo

7、urportfolioofcustomersasalong-termresource.Theseeffortshavelargelybeenconfinedtothecorporatearena–hence,thepurposeofthisarticleistoprovideanoverviewofrecentdevelopmentsinthisareaandexploretheirapplicabilitytothemedium-sizedenterprise.MANAGINGADIVERSECUSTOMERBAS

8、E：AllCustomersarenotCreatedEqual：Medium-sizedenterprises,betheybusiness-to-business(B2B)orbusiness-to-consumer(B2C),willhaveoftenreachedthestagewheretheyarecateringtoasurpr