新型卷烟零售客户价值体系的构建——基于马斯洛需要层次理论分析

摘要

新型卷烟零售客户价值体系的构建,可参照马斯洛需要层次理论,结合卷烟零售客户的特点,对卷烟零售客户的需求进行分层。根据卷烟零售客户的需要层次,烟草公司应提供满足客户需要的、有差异的应对措施,通过客户价值体系（包括客户经济价值管理体系、客户社会价值管理体系）的建立,来引导客户需求,满足客户的社会尊重需求的实现,并使零售客户与烟草公司建立良好的合作关系,使其成为最优质的客户。%Based on Maslow＇s hierarchy theory of needs and combined with cigarette retail customer characteristics,cigarette retail customer needs will be divided into different levels.According to different cigarette retail levels,the tobacco companies need to have various measures to satisfy the customers.Through the establishment of the customer value system,including the customer economic value management system and the customer social value management system,tobacco companies can guide the customer needs,meet the customer＇s demands for the realization of the social respect,and make retail clients and tobacco companies to establish a good relationship of cooperation,make it become the best customers.