摘要随着电子商务活动的不断发展与完善，客户价值在电子商务环境中的地位和作用显得越发重要。虽然已有文献中对电子商务环境下的企业客户价值进行了广泛的研究，并取得了大量丰富的研究成果，但有关企业客户价值的综合评价与优化分析仍然需要进一步的探寻和分析。86373

本文的研究便是基于以上背景展开。首先，结合现有的客户价值的理论成果，对客户价值的新的内涵及构成因素进行了梳理和概括；其次，对传统环境下及电子商务环境下的企业客户价值的特点分别展开论述，在此基础上概括出电子商务环境下企业客户价值的构成要素。随后总结出客户价值的新的构成因素以及它与企业战略目标之间的关系；构建企业客户价值评价指标体系，结合问卷调查，运用层次分析法，确定其客户价值的各项指标及其所占的权重， 为本文的研究结果提供实证依据。最后，实证结论指出，客户资源现在才是真正的利润源泉，而客户价值则是企业新时代争夺客户资源的重中之重，以此印证了本文的预设前提，也为今后的进一步研究提供了依据。

毕业论文关键词：电子商务；客户价值；评价；优化；指标体系

The overview and optimization study about client value in the e-commerce environment

Abstract With the continuous development and improvement of e-commerce activities, the client value and position in e-business environment becomes more important。 There is literature on the value of e-commerce business customers。 It conducted extensive research and made a lot of rich research results。 But it still needs further explore and analyze about the value of enterprise customers。 

This study is expanded under the background above。 First, it sorted and summarized the new content and structure factors of customer value combining of existing theoretical results。 Secondly, it discussed the characteristics of customers value in the traditional environment and e-commerce environment and generalized constitute elements which corporate the customer value based on the e-commerce environment。 Then it summed up the customer value of the new constitution and the relationship between business strategy and objectives。 Simultaneously, it builds index system of customer value evaluation in enterprise e-commerce environment combined with questionnaires and analytic hierarchy process to determine the indicators of value and the share of the weight, providing empirical evidence for the results of this study。 Finally, empirical concluded that customer resources are the real source of profits and customer value is the top priority in the new era that customer resources are the key to competitiveness。 It confirmed the presuppositions of this article and provide basis for further study。

Keywords: E-commerce, Evaluation, optimization, the system of index

目  录

1 绪论 1

1。1问题的提出 1

1。2 研究目的 1

1。3研究综述及述评 2

1。3。1客户价值的定义 2

1。3。2电子商务下的客户价值 2

1。3。3文献述评 3

1。4 研究意义 3

1。5 研究思路与方法 4

2 理论基础及研究方法 5

2。1 传统VS电子商务环境下的客户价值 5

2。2 电子商务环境下客户价值的特点 5

2。3 客户价值与企业电子商务战略目标的关系