网络营销中顾客让渡价值研究

在市场营销观念指导下,企业应致力于满足顾客需求从而达到顾客满意,最终实现包括利润在内的企业目标。衡量顾客满意的最为主要的方式是顾客让渡价值。本文对网络营销中顾客让渡价值的主要构成进行了分析,并从经济学的角度对不同类型的顾客的偏好不同,给出了不同的总成本曲线与总价值曲线,并阐述了提高网络营销中顾客让渡价值的途径,以期对企业有所裨益。

The study of the customer delivered value in network marketing

Guided by the marketing concept,the enterprise should be committed to meet the demand of customers so as to achieve customer satisfaction,finally realize the goals of enterprise including profit. The main way to measure customer satisfaction is the customer delivered value. In this paper, it analyzed the main components of customer delivered value in the network marketing. Based on the different types of customers with different preferences, it gave different total cost curves and total value curves from the point of economics. On this basis it proposed the ways to improve the customer delivered value in network marketing, and expected to benefit enterprises.