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随着市场竞争日益激烈和市场环境日益成熟,企业越来越意识到通过创造独一无二的顾客价值来获得竞争优势的重要性。但是如何与顾客沟通,使顾客更好的认识并接受企业为其创造的价值呢?本文以阿克洛夫的信息不对称理论为基础,分析了顾客价值沟通的客观性和必要性,然后提出了企业实施顾客价值沟通的策略,包括品牌战略、体验营销、情感营销和密集沟通。
With the increasingly fierce market competition and increasingly mature market environment, enterprises are increasingly aware of the importance of gaining a competitive advantage by creating unique customer value. However, how to communicate with customers so that customers can better understand and accept the value created by enterprises? Based on Akerloff’s Theory of Information Asymmetry, this paper analyzes the objectivity and necessity of customer value communication and then proposes The strategy of implementing customer value communication among enterprises includes brand strategy, experiential marketing, emotional marketing and intensive communication.