需求市场规模变化条件下的多品牌（产品）企业顾客资产测量研究

项目名称： 需求市场规模变化条件下的多品牌（产品）企业顾客资产测量研究

项目编号： No.70802018

项目类型： 青年科学基金项目

立项/批准年度： 2009

项目学科： 无线电电子学、电信技术

项目作者： 邵景波

作者单位： 哈尔滨工业大学

项目金额： 15万元

中文摘要： 本项目研究以中国的市场营销环境为背景，借鉴国内外顾客资产理论的相关研究成果，运用理论研究与实证研究相结合的方法，深入研究了企业顾客资产的构成和驱动要素，明确了需求市场规模变化条件下的多品牌（产品）企业的顾客资产构成，建立了需求市场规模变化条件下的多品牌（产品）企业的顾客资产驱动要素构成模型，并基于文化差异理论探讨了文化对顾客资产驱动要素的影响。以此为基础对迄今为止国内外有代表性的顾客资产测量模型进行比较，突破现有模型需求市场规模恒定及企业仅有一个品牌（产品）等假设前提，针对不同领域的顾客资产测量问题，构建了基于品牌效用的多品牌（产品）企业顾客资产测量模型、基于时间序列分析的顾客资产测量模型和契约型业务的顾客资产测量模型三个模型，并分别选用恰当的具体算法，对数家不同行业的有代表性企业的顾客资产进行了测量，以检验模型的可操作性、可信度和适用领域。最后，以顾客资产测量结果为基础，采用定性与定量相结合的方法探讨了代表性行业中的顾客资产提升问题。研究成果将是对顾客资产理论，尤其是顾客资产的驱动要素、测量和提升方面的重要完善，为中国企业由以市场为导向到以顾客为导向的管理和竞争模式转变提供理论依据。

中文关键词： 需求市场规模；多品牌企业；顾客资产；测量模型

英文摘要： Based on Chinese marketing environment,this research uses related results on customer equity at home and abroad for reference,and combines the theoretical research and empirical study.This research makes further study on the construction and drivers of customer equity when enterprises are under the circumstances of changing scale of demand market and the management model of multi-brand(product),and establishes the customer equity constitution model and drivers constitution model.This research also discusses the influence of culture on customer equity drivers on the basis of culture difference theory.Based on this,comparing the representative customer equity models at home and abroad , this research breaks up the hypothesis premise that the demand market has constant scale and one enterprise only has a single-brand(product),and then respectively establishes the customer equity measurement model for multi-brand(product)enterprise based on brand utility,customer equity measurement model based on time series analysis,and customer equity measurement for contractual business,according to different areas.Then it chooses appropriate concrete algorithm to measure the customer equity in representative enterprises of different industry to test the maneuverability,reliability and range of application of the model.Finally,based on the result of customer equity measurement,this research explores the promotion of customer equity in representative industries by combining qualitative and quantitative methods.The research results will be of great improvement on the customer equity theory,especially on the drivers,measurement and promotion.It provides the theoretical basis for companies in China when their management and competition model are changing from market orientation to customer orientation.

英文关键词： demand market scale; multi-brand enterprise; customer equity; measurement model