科研管理

科研管理 ›› 2008, Vol. 29 ›› Issue (2): 172-178 .

• 论文 • 上一篇    下一篇

顾客资产的最新研究进展和未来研究展望 /FONT /P

徐伟青     

  1. 浙江大学管理学院，浙江 杭州310058
  • 收稿日期:1900-01-01 修回日期:1900-01-01 出版日期:2008-03-17 发布日期:2008-03-17

Current progresses and future directions of research on customer equity

Xu Weiqing   

  1. School of Management, Zhejiang University, Hangzhou 310027, China
  • Received:1900-01-01 Revised:1900-01-01 Online:2008-03-17 Published:2008-03-17

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摘要：     顾客资产是企业重要的战略资产。有关顾客资产的研究近几年来愈来愈成为营销管理理论界和实践界关注的热点。本文分析了顾客资产研究的理论基础，探讨了顾客资产研究的模型，总结了以往相关研究的结论，并在此基础对该领域的未来研究趋势进行了展望。  

关键词: 顾客资产, 研究进展, 研究趋势

Abstract:     The research on the customer equity that is the strategic asset of enterprises becomes the focal point increasingly in the field of marketing management. The fundamental theories related to the customer equity are analyzed and the key models are discussed. Furthemore, the progresses of current researches are summarized and the directions of future researches are proposed.  

Key words: customer equity, research progress, research direction