CAJ | 학술논문

在理解传统企业顾客价值的基础上,给出了网络企业顾客价值就是顾客的心理利得与心理利失之间利弊的新观点;利用电子商务环境下的顾客价值理论、市场营销心理学以及虚拟市场心理再整合营销理论的研究成果,创建了由驱动、整合和提升三要素构成的网络企业顾客价值的心理整合模型;此外,在确定了以整合驱动、整合因子和整合提升为三大心理整合评价指标体系的前提下,论述了AHP（层次分析法）中各层评价指标权重的确定过程,得到了我国网络企业需要重视和加强顾客价值的心理整合的评价结论,有利于指导网络企业实施有效的顾客价值的心理整合工作,真正达到营销双方共同提升价值的目标,促进我国虚拟市场的健康发展。
재리해전통기업고객개치적기출상,급출료망락기업고객개치취시고객적심리리득여심리리실지간리폐적신관점;이용전자상무배경하적고객개치이론、시장영소심이학이급허의시장심리재정합영소이론적연구성과,창건료유구동、정합화제승삼요소구성적망락기업고객개치적심리정합모형;차외,재학정료이정합구동、정합인자화정합제승위삼대심리정합평개지표체계적전제하,논술료AHP（층차분석법）중각층평개지표권중적학정과정,득도료아국망락기업수요중시화가강고객개치적심리정합적평개결론,유리우지도망락기업실시유효적고객개치적심리정합공작,진정체도영소쌍방공동제승개치적목표,촉진아국허의시장적건강발전。
Based on the understanding of traditional enterprise customer value,this paper puts forward the new idea that network enterprise customer value is the advantage and disadvantage between client＇s psychological gains and psychological losses.Using the customer value theory and marketing psychology under E-commerce environment,and the author＇s own research on virtual market psychological re-integrated marketing theory,it creates the psychological integration model of network enterprise customer value which composes of three elements：drive,integration and ascension.Moreover,under the premise of integration drive,integrated factor and integration ascension as the three psychological integrated evaluation index system,this paper discusses the determination process of analytic hierarchy process（AHP） in each layer of evaluation index weight,and draws a conclusion that Chinese network enterprises need to emphasize on and strengthen the psychological integration of customer value evaluation.It aims to guide network enterprises to implement the effective customer value of psychological integration,and really achieve the goal to mutually promote the value,and promoting the healthy development of China＇s virtual market.