顾客资产理论研究综述

27220082TechnologyEconomicsVol127,No12Feb.,2008(,230601):20042005,,,:;ROI;;:F27213:A:1002-980X(2008)02-0109-07:2007-08-16:(1966),,,,,,BlattbergDeighton2080,(),(MarketingScienceInstitute)20022004[1]Rob2ertBlattbergJohnDeighton,1996,,,,;,,20042005,1RolandT1RustKatherineN1LemonValarieA1Zeithmal,[1],HanssensBlattbergDeighton[2]:,BalancingAcquisitionandRetentionRe2sourcestoMaximizeCustomerProfitability,ReinartzV1Kumar3(),()[2][3],,,,,EugeneW1AndersonClaseFornellThomasS1GrucaLopoL1Rego[4],,,RajkumarVenkatesanV1KumarACus2tomerLiftimeValueFrameworkforCustomerSe2lectionandResourceAllocationStrategy[5]901,,,,,[6],,,5,,[7],,2,:,,,,,:;;211,Rust,,,(customerli2fetimevalue,CLV)Rust,,Rust212,RajkumarVenkatesanV1Kumar[5],(CLV),,,CLV,,CLV,,WernerReinartzJacquelynThomasV1KumarBalancingAcquisitionandRetentionResourcestoMaximizeCustomerProfitability[2],,RajkumarVen2katesanV.KumarACustomerLiftimeValueFrameworkforCustomerSelectionandResourceAllocationStrategy,,,,[7],[8],,,[9],MohanbirSawhneyCreatingGrowthwithServices[10],,,GE,,,,EugeneW1AndersonClaseFornell,,,(ACSI),,[4],Roland011272ACSI,AmericanCustomerSatisfactionIndex,T1RustKatherineN1LemonValarieA.Zeithmal,,,[1]RolandT1Rust,213,,CLV,,,,,,,320042005JournalofMarket2ingMITSloanManagementReview,6,5JournalofMarketing,1MITSloanMan2agementReview6,311EugeneW1AndersonClaesFornellCustomerSatisfactionandShareholderValue,ThomasS1GrucaLopoL1RegoCustomerSatisfaction,CashFlow,andSharehold2erValue,EugeneW1AndersonACSITobinsq,ACSI,:;,()Tobinsq,,(1)[4]:qit=SATit1ASit2MSit3CONCit4ea0+it,(1)(1)(2):Lnqit=0+1LnSATit+2LnASit+3LnMSit+4LnCONCit+it(2)(2),0,1234,,SATitit,ASit,MSit,CONCit,qitTobinsqitq,:ACSI,1%11016%ThomasS1GrucaLopoL1Rego,,[11]:F(t+1)=F(F(t),E(t),CS(t))(3)(3),F,E,CS(3),:,(HLM):F(t+1)ij=0ij+1ijF(t)ij+2ijE(t)ij+3ijCS(t)ij+etij(4)(4),F(t+1)ij;0ij;1ij2ij3ijt;etij()(4),,:CFV(t+1)ij=0ij+1ijCFV(t)ij+2ijE(t)ij+3ijCS(t)ij+etij(5)(5),CFV,E,CSThomasS.GrucaLopoL.Rego,HLM:,,5500,4%,:111:,312RolandT1RustKatherineN1LemonVala2rieZeithmal,,CLV,,CLV(Markovmatrix:Bit=Aimti),CLV[1]:CLVij=Tigt=0(1+dj)-t/fivijtijtBijt,(6):CEj=meani(CLVij)POP(7)(7),POP,CLV:ROI=(CE-E)/E(8),E(),CE11RolandT1RustKatherineN1LemonVala2rieZeithmalRolandT1Rust,RajkumarVen2katesanV1KumarCLV,CLV,VerkatesanKumaralways2a2shareCLVlost2for2good,CLV:CLVi=Tiy=1CMi1y(1+r)y/i-nl=1mci,m,lxi,m,l(1+r)l-1(9):0Pi,t;xi,m,l0Pi,m,l[5]VerkatesanKumar,[5]5%,PCRPCVCLDCLV40000,100[5](parallel2searchtech2nique),VerkatesanKumarCLV,CLV,4400;2400[5]2VenkatesanKumar:VenkatesanKumarCLV,WernerReinartz,[2]WernerReinartz39(3)1)Zi=1(Zii),:YLi=LsLi+syDi+Lis,Zi=02)Zi=1,:yDi=DsDi+Dis,Zi=03):Z3i=svi+uis;Zi=1(Z3i0);Zi=0(Z3i0),s:vii;uis[2],42112722CLV339,:,ROI;,,311:4-313,,,,,[3]4411,,,-,,,,(CLV),,,(-),,,,-,-,412,,,55,411272-;,(b)MohanbirSawheny,,,,,(a),,,,,,,[1]RUSTRT,LEMONKN,ZEITHMALVA.Returnonmarketing:usingcustomerequitytofocusmarketingstrategy[J].JournalofMarketing,2004,68(1):1092127.[2]REINARTZW,THOMASJS,KUMARV.Balancingac2quisitionandretentionresourcestomaximizecustomerprofitability[J].JournalofMarketing,2005,69(1):63279.[3],.[J].,2002(1):52256.[4]ANDERSONEW,FORNELLC,MAZVANCHERYLSK.Customersatisfactionandshareholdervalue[J].Jour2nalofMarketing,2004,68(10):1722185.[5]VENKATESANR,KUMARV.Acustomerlifetimeval2ueframeworkforcustomerselectionandresourcealloca2tionstrategy[J].JournalofMarketing,2004,68(10):1062125.[6],.[J].,2004(11):86292.[7],.[J].,2004,7(14):482531[8],.[J].,2003(10):63268.[9],.CRM[J].,2001,23(4):43248.[10]SAWHNEYM,BALASUBRAMANIANS,KRISH2NANVV.Creatinggrowthwithservices[J].MITSloanManagementReview,2004:34243.[11]GRUCATS,REGOLL.Customersatisfaction,cashflow,andshareholdervalue[J].JournalofMarketing,2005,69(7):1152130.ReviewofResearchonCustomerEquityTheoryGuoXiangru(AnhuiFinance&TradeVocationalCollege,Hefei230601,China)Abstract:Thispaperreviewsrecentdevelopmentsofcustomerequitytheoriesanddiscussesdifferentresearchperspectives.Onthebasisofwhich,itputsforwardanewandintegratedframeworkofcustomerequityandpointsoutthedirectionoffurtherresearch.Keywords:customerequity;ROI;CLV;integratedframework(94)AnalysisonTourismConsumptionBasedonIncomeandTimeConstraintsLuFeng(AnhuiUniversityofFinanceandEconomics,BengbuAnhui233030,China)Abstract:Thispaperresearchesthecorrelationbetweenincomeandtimeoftouristsandconstructsthetourismconsumptionmodelbasedonin2comeandtimeconstraints.Throughanalyzingtheeffectsofthewagerate,leisuretimeandtimeconsumptionoftourismproductontourismcon2sumption,itinterpretssomedifficultphenomenaandsummarizesproblemsexistinginthetourismconsumptionmarketofChina1Keywords:tourismconsumption;incomeconstraint;timeconstraint511: