| B2C的顾客价值与交易成本并非线性相关 |
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| 引用本文： | 涂伟. B2C的顾客价值与交易成本并非线性相关[J]. 武汉科技大学学报(社会科学版), 2007, 9(1): 48-51 |
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| 作者姓名： | 涂伟 |
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| 作者单位： | 武汉科技大学,国际学院,湖北,武汉,430081 |
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| 摘 要： | 基于市场营销理论,对电子零售业(B2C)中交易成本和顾客价值两个概念进行分析,认为B2C降低交易成本并不一定能提高顾客价值,即并非线性相关。还有一个变量是顾客对交易成本的看重程度,在此基础上提出B2C交易成本与顾客价值关系的模型,并分析了此模型对B2C企业的意义。
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| 关 键 词： | 交易成本 顾客价值 |
| 文章编号： | 1009-3699(2007)01-0048-04 |
| 修稿时间： | 2006-05-16 |
Customer value and transaction cost in B2C: not linearly related |
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| Tu Wei. Customer value and transaction cost in B2C: not linearly related[J]. Journal of Wuhan University of Science and Technology(Social Science Edition), 2007, 9(1): 48-51 |
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| Authors: | Tu Wei |
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| Abstract: | This paper begins with a literature study of transaction cost and customer value in electronic commerce retail(B2C) based on marketing theories.It reveals that the decrease in transaction cost does not correspond to the increase of customer value,i.e.they are not linearly related,as there is another variable,which is the appreciation of transaction cost by the customer.On this basis,a model is built of the relationship between transaction cost and customer value in B2C,and the implications of the model for B2C enterprises are analyzed. |
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| Keywords: | B2C |
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