中文摘要：

以社会网络视角下的顾客资产驱动要素构成为基础,通过改进传统顾客资产测量模型,建立了社会网络视角下的顾客资产测量模型,并以中国移动通信哈尔滨分公司为研究对象,选择因子分析和Logistic回归分析为具体算法对该测量模型进行了应用。研究结果表明,该模型能够将被传统模型忽视的市场地位、口碑传播和消费示范等对顾客资产价值产生影响的因素涵盖进去,减少顾客资产测量中的系统误差,且具有很好的行业适用性和可操作性。

英文摘要：

On the basis of the drivers of customer equity in the view of the social network, this paper raises a customer equity measuring model based on the social network by improving the traditional measuring model of the customer equi- ty. By using the Harbin branch of China Mobile Communications Corporation for the research object, it selects factor a- nalysis and Logistic regression analysis as calculation methods to make the measurement model applied. The result shows that the model includes the factors to affect the value of customer equity which are ignored in the traditional model such as market position, word of mouth and consumption demonstration. It reduces the system errors in the measurement of customer equity and has a good industry applicability and operability.