论客户保持理论在网络游戏客户关系管理中的运用-副本.docVIP

PAGE - PAGE \* ROMAN I - 摘 要 客户关系管理（CRM）战略已被市场营销者广泛运用于众多行业，它通过对客户进行资产化管理、把客户分类、为客户提供定制化的产品和服务等手段来达到提升客户忠诚度的目的，从而最大限度取得客户终身价值。在网络游戏行业，面对越来越挑剔的玩家和激烈的同行竞争，吸引新玩家和维系老玩家已成为企业必须面对的重要课题，因此将客户关系管理理论运用到网络游戏中来是很有必要的。 本文从网络游戏现状入手，分析了客户关系管理（CRM）战略在网络游戏的适用范围，着重探讨了影响网络游戏客户保持的因素，针对影响因素提出了网络游戏中客户保持的方法，且根据保持方法制作了网络游戏客户保持模型。这些策略旨在为网络游戏企业如何树立客户关系管理战略思想，提升客户忠诚度和满意度，增强自身竞争力等提供一些参考和借鉴。 关键词： 网络游戏 客户关系管理 客户保持 保持模型 Abstract Customer relationship management (CRM) strategy has been widely used in marketing by many industries; it is through the customer asset management, the customer classification, to provide customers with customized products and services and other means to achieve the purpose of enhancing customer loyalty to achieve maximum customer lifetime value. In the online game industry, players face increasingly demanding and intense peer competition to attract and retain new players and old players must face has become an important issue, so the use of customer relationship management theory to the network game to be very necessary. Articles from the network status of the game analyzes the customer relationship management (CRM) strategy in the scope of online games, online games focused on the impact of customer retention factors, factors that affect online game made ??in customer retention methods, and maintained according to method developed to evaluate the effect of customer retention indicators. The strategy aims to establish how the online game business customer relationship strategic thinking, and enhance customer loyalty and satisfaction, and enhance their competitiveness to provide some reference and learning. Keywords: Online game, Customer Relationship Management, Customer retention, Evaluation 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc312513849 一、 绪论 PAGEREF _Toc312513849 \h 1 HYPERLINK \l _Toc312513850 (一) 网络游戏市场现状分析 PAGEREF _Toc312513850 \h 1 HYPERLINK \l _Toc312513851 (二) 客户关系管理概述 PAGEREF _Toc312513851 \h 2 HYPERLINK \l _Toc312513852 1