CAJ | 학술논문

顾客资产是企业的一项关键资产，对其进行有效的评估及管理将有利于企业绩效的提高，因此，建立和维持CRN动态能力将使企业具有持续的竞争优势。文章从上述这一个新的视角构建了顾客资产的效果机制模型。同时，分别从市场导向、社会网络能力、资源重构三个维度的重要性验证了对营销效果和顾客资产的影响存在差异性，并发现了营销情报与顾客响应的内在统一性。
고객자산시기업적일항관건자산，대기진행유효적평고급관리장유리우기업적효적제고，인차，건립화유지CRN동태능력장사기업구유지속적경쟁우세。문장종상술저일개신적시각구건료고객자산적효과궤제모형。동시，분별종시장도향、사회망락능력、자원중구삼개유도적중요성험증료대영소효과화고객자산적영향존재차이성，병발현료영소정보여고객향응적내재통일성。
Customer equity is a key asset of enterprise, and it is beneficial to improve the performance of enterprise after the effective evaluation and management of customer equity. Therefore, constructing and maintaining CRM dynamic ability will make the enterprise get the sustainable competitive advantage. According to these, this paper constructs an effect mechanism model of customer equity, and verifies the difference in the effect of the marketing outcome and the customer equity from the dimensions of market orientation, social network capabilities and resources reconstruction, and finds that there is internal unity between the marketing intelligence and the customer response.