基于收入管理的顾客反应模型及策略行为分析

摘要

Customer buying behavior Modes in existing literature cannot be used to directly explain strategic customer behavior in revenue management. Through searching and review of the literature related to behavior operations and revenue management, customer strategic learning process, buying timing process, and logistic risk and channel selection process are analyzed. Through analyzing processes above, a concept model analyzing strategic customer behavior is presented from a perspective of operations management. The study shows that dynamic buying timing decision and complex channel selection decision exist in customer purchasing decision making. The mode can be used to identify and classify the factors that affect customer strategic behavior. Therefore, it can help corporation to make decision of revenue management.%现有文献中的顾客购买行为模型不能直接解释收入管理中的策略型顾客行为.通过搜索和研究与行为运作、收入管理相关的文献,分析顾客的策略性学习过程、购买时机选择过程、物流风险与渠道选择过程,从收入管理角度提出一个分析顾客策略性购买行为的概念模型.分析发现,顾客在购买决策过程中表现出动态性和复杂性.应用该模型,企业可以识别顾客策略行为的影响因素并对这些因素进行分类,从而为制定有效的收入管理策略提供参考.