本文選題：品牌服裝企業(yè) + 客戶價(jià)值�。� 參考：《北京服裝學(xué)院》2008年碩士論文

【摘要】： 伴隨著服裝產(chǎn)業(yè)的優(yōu)化升級(jí)和國(guó)際服裝文化的廣泛傳播與交流,我國(guó)服裝市場(chǎng)進(jìn)入了一個(gè)競(jìng)爭(zhēng)日趨激烈、國(guó)際化和多元化并存的新時(shí)期。國(guó)內(nèi)品牌服裝企業(yè)為了在日益激烈的競(jìng)爭(zhēng)中獲得持續(xù)優(yōu)勢(shì),開始面向客戶、關(guān)注客戶需求,以客戶為中心的商業(yè)管理理念越來(lái)越受到重視。同時(shí),信息技術(shù)的發(fā)展使得品牌服裝企業(yè)與客戶之間能夠進(jìn)行雙向的及時(shí)溝通,成為客戶價(jià)值計(jì)算、細(xì)分、識(shí)別從理論走向企業(yè)實(shí)踐的助推器。客戶價(jià)值成為品牌服裝企業(yè)經(jīng)營(yíng)決策的基礎(chǔ)。 本文從品牌服裝企業(yè)的角度來(lái)研究客戶價(jià)值,首先分析品牌服裝企業(yè)的發(fā)展趨勢(shì)和客戶細(xì)分的必要性和步驟,在此基礎(chǔ)上將品牌服裝企業(yè)客戶分為最終客戶和中間客戶;從當(dāng)前價(jià)值和潛在價(jià)值兩個(gè)方面對(duì)品牌服裝企業(yè)的客戶進(jìn)行分析;建立品牌服裝企業(yè)最終客戶和中間客戶的價(jià)值評(píng)價(jià)指標(biāo)體系,提出相應(yīng)的客戶動(dòng)態(tài)識(shí)別,并進(jìn)行了實(shí)證研究;最后給出了最終客戶和中間客戶的價(jià)值保持和提升策略的實(shí)施方案。
[Abstract]:With the optimization and upgrading of the clothing industry and the wide spread and exchange of international clothing culture, China's clothing market has entered a new period of increasingly fierce competition, internationalization and diversification. In order to gain continuous advantages in the increasingly fierce competition, domestic brand clothing enterprises begin to face customers, pay attention to customer needs, and take customers as customers. At the same time, the development of the center of business management has been paid more and more attention. At the same time, the development of information technology makes the brand clothing enterprises and customers able to communicate in a two-way and timely manner, become the calculation and subdivision of customer value, and identify the booster from theory to enterprise practice. The value of customer is the basis of the business decision of the brand clothing enterprise.
This paper studies customer value from the perspective of brand clothing enterprises. First, it analyzes the development trend of brand clothing enterprises and the necessity and steps of customer segmentation. On this basis, brand clothing enterprise customers are divided into final customers and intermediate customers, and the customers of brand clothing enterprises are divided from two aspects of current value and potential value. The value evaluation index system of the final customer and the intermediate customer of the brand clothing enterprise is set up, the corresponding customer dynamic identification is put forward, and the empirical study is carried out. Finally, the implementation scheme of the value retention and promotion strategy of the final and intermediate customers is given.

【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F407.86

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