Issues Related To Research, Based On Customer Knowledge Management, Customer Incentives

Under the environment of knowledge economics, enterprise pays attention toattainment and usage of executives and workers. As an important source ofknowledge, customer knowledge has aroused considerable attention of enterprise. Inthe concrete practice of customer knowledge management, enterprise, which locates adominant status, is the main body to implement. But whether it can attain customerknowledge and value of customer knowledge attained are determined by customer.Moreover, customer is not member of enterprise and has no liability to attendcustomer knowledge management and knowledge communication with enterprise.Therefore it is necessary to build a set of effectively incentive institution to motivateactivity of customer.This dissertation bases on customer knowledge management and incentivetheory and studies customer incentive issue using method of management science.First the research background of customer incentive is introduced in detail and itexplains the importance of customer incentive research and introduces customerknowledge and its management. Then it discusses the necessity of customer incentivefrom the variation of customer knowledge value angle using empirical method andgains trend of variation of customer knowledge value. And it talks over customerwillingness of simple knowledge exchange and knowledge share separately fromincrement of knowledge value angle using game theory and explains the feasibility ofcustomer incentive. At last it uses model analysis to analyze the issue of customerincentive under the two situations of variation of customer knowledge value or notfrom economic cost angle and gets the combination of best utility function andmotivation factor of enterprise and customer. Basing on the analyses ahead, itpresents the principles enterprise should hold in carrying on customer incentive andfuture research work is also proposed.