顧客終身價值估算及營銷決策應(yīng)用：一個基于XMDG4S店的案例研究.pdf

1、廈門大學(xué)碩士學(xué)位論文顧客終身價值估算及營銷決策應(yīng)用：一個基于XMDG4S店的案例研究姓名：王梽烽申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：郭霖20080401ABSTRACTABSTRACTInthetraditionalstrategyofmarketingcompaniesarenloreconcernedinthecustonRervalueinthecustomer’Sangleofviewandstudyhowtoprovid

2、emorevaluableproductsandservicesforcustomerandwhatpropertiesofproductsandservicescansatisfycustomerbetterHoweverthoughmostcompaniesattachimportancetocustomersinwardlyt量leyCannotimplementitinactionMostcompaniesignoreanimp

3、ortantthin鼬evalueofcustomertocompany(customervalueinthecompanyangleofview)Efficientstrategybasedoncustomermainlyconsiderscustomervaluein2ways：valueprovidedtocustomerbycompanyandvaluecreatedbycustomerforcompanyThemethodof

4、studycustomervalueconsidersthatmarketinginvestmentsareneededtoprovidevaluetOcustomerbycompanyandcompanyshouldtakebacktheinveslmentsThearticleusescasestudymethodandconcentratesinanalysisofXMDG4SSHOPbasedorlthemarketings仃a

5、tegytheoryofSUNILGUPTAandDONALDR。LEHMANNWeanalyzepresentmarketingstrategyandproblemsofXMDG4SSHOPThearticleconcludesthatlimitationexistsinthepresentmarketingstrategyanditshouldbetransformedintonewmarketingstrategybasedonc

6、ustomerlifetimevalueIntheend，weestimatethecustomerlifcrimevalueofXMDG4SCHOPbythevaluationinodelofSUNILGUPTAandDONALDRLEHMANN，anddetailedapplicationofnewmarketingstrategyinXMDG4SSHOPKeyWords：CustomerValue；CustomerLifetime