市场营销专业毕业论文--基于客户价值的客户分类研究.docVIP

摘 要 随着经济全球化和网络技术的发展，企业面临的竞争市场更加激烈。对客户的争夺能力是企业生存和发展的关键，企业由传统以产品和规模为中心的粗放式经营管理模式逐步向以客户为中心、服务至上的集约化经营管理模式转变，良好的客户关系是企业求得生存和发展的重要资源。客户关系管理能帮助企业掌握客户需求趋势，加强企业与客户的关系，有效地发掘和管理客户资源，获得市场竞争优势。本文首先对客户价值的基本理论进行概述，对客户价值进行两方面的界定，即根据客户与企业的关系将客户价值划分为客户让渡价值和客户终身价值。本文将客户价值界定为客户终身价值，即客户为企业所创造的价值，它的收益者和所有者是企业，它是由客户创造出来后流向企业的价值，通过对客户价值评估方法进行确定，提出了基于客户价值的客户分类方法。其次，本文通过对五丰冷食浙北销售分公司客户资料的收集，结合五丰冷食现有的客户分类方法，指出五丰冷食现有客户分类方法存在的问题。最后，根据五丰冷食客户的特点，采用CLV方法对现有客户进行分类，并针对不同的客户群提出不同的客户关系管理策略和方法。 关键字：客户价值；客户细分；细分模型 Abstract With the globalization of economic and the development of network technology， enterprises are facing more and more intense market competition， the decisive factor for survival and development of an enterprise is the capability of contending for customers．Enterprises from the center of the product and the size of the extensive management mode gradually to a customer-centric， service-oriented management model of intensive change，good customer relations is an important resource for the enterprise’s survival and development． A reasonable customer classification is a premise condition for improving the relation between the enterprise and its customer， customer relationship management can help companies master the trend of demand of customers，strengthen customer relationships and effectively identify and manage customer resources， gain market competitive advantage． This paper is about the definition of Customer Delivered Value and Customer Relationship Value， The direction of the customer value is defined as customer lifetime value， that is， the value which is customer creates for the enterprise． Its beneficiary and owner is the enterprise， it is created by the customer after the flow of business value． Through the assessment method to determine customer value， which is proposed based on customer classification method． Secondly， through the Northern Sales Company of Zhejiang WuFeng customer’s data collection， combined with existing customer classification，pointed out the problem of the exis