基于企业客户资产的新型竞争模式探析

客户关系被视为企业的重要资产和持久竞争优势之源,是市场竞争的新变化对管理实践提出的客观要求,是管理理论认识的又一次升跃。本文对国际前沿客户资本问题的研究发展做了回顾,透视了市场竞争焦点的演进路径与客户导向型的竞争趋势,剖析了客户资本提出的驱动因素与本质特征,并探索提出一个双重内涵模型,认为客户资本的内涵应从质和量两个方面来考察,从而进一步指出企业的实践对策是应积极实施客户资本管理战略,通过对客户资产的运作和经营,实现资本的增值,以获取持久竞争优势。

A Study on A New Sustainable Competition Model Based on Customer Capital

The nature of customer capital is that customer and customer relationship are considered as important assets of enterprises, and well management to them can leads to the increase of this capital value and long-term competence for companies. The paper reviewed its theoretical development, analyzed the trend of changing of market competence and driving factors of it, and produced a two-dimension concept model of customer capital, and pointed out that customer relationship management is an important sustainable strategy for enterprises in the future and value realization mode for it.