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Differentiated marketing strategy study based on the value of client assets

Author: ZhangLi
Tutor: LiZuoShu
School: Nanjing Normal University
Course: Business management
Keywords: customer asset customer purchasing value customer loyalty value Diversification marketing strateg
CLC: F274
Type: Master's thesis
Year: 2006
Downloads: 283
Quote: 0
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Abstract


Customer assets already become the most precious assets of the enterprise business activity. In the marketing of the enterprise, how to know and apply the asset have become an important topic in marketing theoretical research and practice of business marketing.In the paper, we first research customer assets. In the first part, we reviewed the concept and the development of customer assets. We can find the purpose of researching the marketing on the base of it. In the second part, we reviewed the marketing theory, and find the shortages: it can not point out the differences of the quantity and quality of customer asset. In the third part, we indicate the correlative contents of customer assets .customer assets is divided into customer purchasing value, public praise value, customer information value, customer knowledge value and customer transaction value. We analyze the supports of purchasing value and loyal value to the development of corporations and the interrelation. In the fourth part, According to the quantity and quality of customer asset, we can classify the customers into four parts .We can use different marketing strategy to different customers, customers with high purchasing value and high loyalty value, we can use high price and low input strategy, customers with high purchasing value and low loyalty value, we can use high price and high input strategy, customers with low purchasing value and low loyalty value, we can give up the kind of customers, customers with low purchasing value and high loyalty value, we can use low price and low input strategy. At last, we can conclude some marketing strategies based on customer assets. There are also some disadvantages in the paper.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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