顾客价值驱动的需求状态转移知识模型研究

200422:100026788(2004)0220052206,,,(,710049):,,,,L,,+L:;;;:TP391:ATheModelofTransferringDemandSituationsBasedonCustomerValueWANYing2hong,LIJiang,LIHuai2zu,QIANYuan2yuan(SchoolofManagement,Xi’anJiaotongUniversity,Xi’an710049,China)Abstract:Buildingthemodelofcustomerdemandknowledgeisthekeyofthesupplierdecision2makingforthecustomerdemand2responded.Onthebasisofthecustomervalue,thispaperanalyzescharacteristicsandstructuresaboutthecustomerdemandproblems,andconcludesthatthedemandobjects,theindividualabilityandtheenvironmentofthedemandarethemainfactorsthataffecttheformationoftheabviousdemandandtheobscuredemand,andleadtothedifferencesoftheperceptivevalues.Thenthispaperbuildsthemodeloftheknowledgethatthemodeloftransferringdemandsituations.Keywords:customervalue;demandproblem;transferringdemandsituations;knowledgemodel:2002207229:(5999047024):,,:,;,;,,;,1,,,,L2[2],,,,,L,2,LL,,,,[1],,,,L(MarketingScienceInstitute,2001),(ISBM,)(CBIM)LHarvardBusinessReview©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.LLWoodruff&Gardial[2],L,,,,L,,L22.1:;;,,,,L,,,()L,L[1]L,,,L,L()L,,,L,LL:L,L,,,L,,L,,,L:1):,L,,,,L2):,,,LL3):,,L,,,L4):,,,L2.2,,L,,LWoodruff&Gardial,(),,,,,[3]L352©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.2002.3-2003.5PC,L,L,L,,L,,,L,L,,L,L,(),L1):F(U),,,LF(U),,L,(90%)L7Lö,L,M()F(Ui),i=1,2,,7Z2):,,,L,,L,L(),,;,,,L3):,L,,;L,,,,L,PC()11%,68%L,,L,Ui,,,F(U),,,L,,,,L,L,L,,L3,,,,L,,L,(),,,(4520042©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.1)L,,L,,,L,,,L3.1,X=[x1,x2,x3,,xn]TX,X8n,8nn,xii(),8n(x1,x2,x3,,xn),Z,ZU=[u1,u2,u3,,um]TU,()m;uj:(),j=1,2,,mZ,,Z1ZM:Xs,F(U),Xg,:Xs:,Xs=[x1s,x2s,x3s,,xns]TZ;Xg:,Xg=[x1g,x2g,x3s,,xng]TZ,;U,U=[u1,u2,u3,,um]T;F(U):UZM,Xs,(),XgZ,Xs,Xg,,,U,Z,:Xs:,Xs:=[(),(CPU,,,,,,),(,,,),(,,,)]T;Xg:,Xg=[,,,,]T,U:,U=[u1,u2,u3,,uM,]T,u1:;u2:,u3:,,uM:.:M:Xs,F(U),XgZ,,,ZZ3.2,U,552©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.,,,,,Z,Z,,Z2M:Xs,F(U),Xg,ui,1im,i,ki,tij,1im,1jk,jiZ(M):T=[T1,T2,T3,,Tm]T,1imTi=[ti1,ti2,ti3,,tik]TiTj=,()ui:,3Ti=[ti1,ti2,ti3]=[,,];()uj:,4Tj=[tj1,tj2,tj3,tj4]=[,,,].3C,GC=(GCspace,GCrule)ZGCspaceC,GCruleC,CZ.CGCspace::GCspace=mi=1SiS1=mi=1TiS2=mi1,i2=1i1i2Ti1Ti2Sm=mi1,i2,im=1i1i2imTi1Ti2Tim,SiGCspace.CGCrule,.GCrule=ui=1Rivj=1Rj=1Ri,,,ZRj,,ZRiRj,ZRkRi:,Rk:,k,S1ZRk+1:,k+1,S2.RkRj:Rk:t11,t23t34t27ZRk+1:t41,t51,t53ZC,Mc=Xcs,Xcg,Fc(U),Gcspace,GcruleZ3.3,6520042©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.,Z::Z:Z:,,Z+,,Z,+Z1),L,,,,L(),L(slot)LL,value,default,if2needed,if2added,if2removeedL(value,default),,,L2),LXs,Xg,F(U),Gspace,GrlueL,,,,L:L,L,L3),,LL,,L4,+,,L,,L,L:[1]Flint,Woodruff,Gardia.Customervaluechangeinindustrialmarketingrelationships:acallfornewstrategieandresearch[J].IndustrialMarketingManagement,1997,March,L:163-175.[2]Woodruff,RobertB.Customervalue:thenextsourceforcompetitiveadvantage[J].JournaloftheAcademyofMarketingScience,1997,25(2):139-153.[3]WoodruffRobertB,Gardial,SarahFisher.KnowYourCustomer:NewApproachestoCustomerValueandSatisfaction[D].BlackwellPublishers,Cambridge,MA,1996.[4]Lai,AlbertWenben.Consumervalues,productbenefitsandcustomervalue:aconsumptionbehaviorapproach[J].AdvancesinConsumerResearch,1995,22:381-388.[5]Grewal,Dhruv,Monroe,KkentB,KrishnanR.Theeffectsofprice2comparisonadvertisingonbuyers’perceptionsofacquisitionvaluetransactionvalue,andbehavioralintentions[J].JournalofMarketing,1998,.62(2),46-59.[6]AchimWalter,ThomasRitter,HansGeorgGemunden.Valuecreationinbuyer2sellerrelationships[J].IndustrialMarkerManagement,2001,30:365-377.[7],,.[J].,1999,2(3):43-50.[8],,.[J].,2001,21(12):60-65.[9],,.[J].,2000,20(6):15-19.752©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.