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论文编号：	1990
作者编号：	032104
上传时间：	2010/5/10 16:02:15
中文题目：	网上书店顾客价值研究
英文题目：	On-line bookstore Customer value Evaluation system
指导老师：	徐建华
中文关键字：	网上书店 顾客价值 评价体系
英文关键字：	On-line bookstore Customer value Evaluation system
中文摘要：	随着卖方市场向买方市场的转变，企业的经营活动由原来的以产品为中心的商业模式转向以顾客为中心的商业模式，顾客成为企业获得利润和竞争优势的重要资源，这正是顾客价值的直接体现。同时，网上书店作为电子商务的先锋，其产生及发展不但引发了传统书店经营模式的深刻变革，也为传统的顾客价值理论注入了新的内涵。 本文在回顾网上书店和顾客价值文献和理论的基础上，从企业角度阐释了网上书店顾客价值的内涵，并吸取了以往顾客价值评价方法的精华，设计了网上书店顾客价值评价的指标体系。与现有的指标不同，这个指标从顾客当前价值和潜在价值两个方面进行设计，不仅参照顾客当前的价值表现，更重要的是依据其对该顾客潜在价值的预测判断。同时，本文根据这个指标体系的评价结果将网上书店的顾客划分为四类，这为顾客分类的研究提供了一种新的思路，进一步丰富了顾客分类的方式。 为了使企业更好地了解这个评价指标，本文以当当网上书店为研究对象，通过调查分析了其样本顾客的顾客价值。最后，本文根据网上书店发展的实际情况，从宏观和微观两个角度分析了提升网上书店顾客价值的策略。一方面，宏观地分析了网上书店与各类顾客的发展策略；另一方面，又从营销、合作、个性化服务、员工管理、技术创新和应用五个方面进行详细分析，具有一定的实践指导意义。
英文摘要：	Along with the change of market, the center of the management activity of the business enterprise turns to customer. The customer becomes the important resources and competitive advantage. That is what the customer value is. At the same time, the on-line bookstore is the pioneer of the electronic commerce; it not only caused the deep change of the traditional bookstore business model, but also brought some new content to the traditional theory of customer value. On the base of reviewing past reserach achievements, this paper defines the concept of customer value of on-line bookstore, surveys the present condition of customer value of on-line bookstore, absorbs the advantage of former evaluation methods of customer value, and then designes index system of customer value of on-line bookstore. Different from existing index system, it containes current value and potential value.Furthermore, this paper classifies the customer according to the evaluation result of this index system. It is a kind of new way and riches the way of the customer classification. In order to help on-line bookstore understand this index system, the paper selects dangdang.com as sample and evaluates customer value. At end, this paper analyzes the strategy of promoting customer value of on-line bookstore. On the tactics level, it analyzes from the marketing, cooperation, characteristic service, employee management, technique innovation and application. In all, this paper has realistic meaning.
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