Study of Customer Value-based Marketing Strategies of SMEs

摘要：

Customers are the source of corporate profits and the key to business success, small and mediumsized enterprises (SMEs) customer segments for different customers can design different marketing strategies. This paper is based on the theory of customer value, it analyzes the characteristics of SMEs customer from two dimensions that the customers current value and potential value. Having dissected the characteristics of the segments of customer, and then proposes different marketing strategies for segmental SME customers.

关键词： Customer value SMEs Marketing strategy

作者: XU Haiqing FAN Xinya WU Zhichen

作者单位: Inner Mongolia Finance and Economics College, Huhhot, P.R.China, 010070

会议类型: 国际会议

会议名称: 2011 Exchange Conference--International Marketing Science and Information Technology(2011国际营销科学与信息技术交流大会)

会议地点: 贵阳

会议语种:英文

页码: 46-50

在线出版日期: 2011-12-17（万方平台首次上网日期，不代表论文的发表时间）