顾客价值及其评估方法研究

本文从经济价值、物理价值和心理价值三个方面对顾客价值进行了界定,基于顾客价值的这三个方面非线性相关的假设,顾客价值可以看成是一个由这三个维度构成的价值空间中的矢量。作为一种顾客感知的价值,很难对顾客价值进行精确计量。因此,本文采用模糊数学的方法,在对目标消费者进行调查的基础上,分别对经济价值、功能价值和心理价值进行模糊评价,从而确定顾客价值矢量的大小和方向。

Research on Customer Value and Its Evaluation

This article defines Customer Value from three aspects of economic value, physical value and psychological value. Based on the hypothesis that the above three aspects are non-linear correla- tional, Customer Value can be looked as a vector in the value space that is composed of those three dimensions. As a kind of customer perceived value, it is really hard to evaluate Customer Value exactly. Based on the target customer investigated, the fuzzy evaluation mod- el of the economic value, physical value and psychological value are put forward by using fuzzy mathematics method. The length and the direction of Customer Value vector is determined.