摘要
免费经济模式能否成功,需要依赖对免费顾客总价值的充分捕捉。本文通过文献梳理,基于顾客投入价值的视角,从网络价值、推荐价值、影响价值和知识价值四个维度对免费顾客投入行为的价值贡献进行了研究,以建立一个评估免费顾客资产价值的分析框架;最后指出未来的研究方向。
The successful application of free economics model depends on fully capturing free customer total value. Through the literature review, based on the perspective of customer engagement value, this research analyzes free customer total value of their engagement behavior. In order to assess free customer asset value, an analysis framework is provided from four dimensions, including network value, referral value, influencer value and knowledge value. Finally, the paper points out the direction of future research.
出处
《开发研究》
北大核心
2014年第1期73-76,共4页
Research On Development
关键词
免费顾客
投入行为
顾客投入价值视角
免费顾客资产价值
free customer
engagement behavior
the perspective of customer engagement value
free customer asset value
