摘要
顾客价值理论是市场营销管理理论的最新发展。它指出顾客满意的源头是顾客价值。然而直至目前，人们对顾客价值的定义以及顾客价值的构成尚没有形成统一的看法。针对这种情况，在评介吉姆斯·安德森和吉姆斯·纳拉斯模型与菲利浦·科特勒模型的基础上，提出了笔者对顾客价值定义、顾客价值构成的建议，阐释了笔者所提出的顾客价值模型对指导企业市场营销实践的意义。
The theory of customer value is the latest development of marketing theory. It holds that the customer value is the source of customer satisfaction. People still hold different ideas towards its definition and its formation so far. This paper offers a new definition and a new customer value model, defined by James C. Anderson, James A. Narus and Philip Kotler. At the same time, this paper stresses the significance of the model to the marketing practice.
出处
《大连理工大学学报（社会科学版）》
1999年第4期18-20,共3页
Journal of Dalian University of Technology(Social Sciences)
关键词
顾客价值
顾客满意
营销管理
customer value
customer satisfaction
marketing management
