【基于客户生命周期的客户关系管理研究】（DOC 46页）.docVIP

基于客户生命周期的客户关系管理研究 摘 要 在快速发展和高度竞争的市场中，单纯依靠产品很难延续持久的竞争优势，而忠诚的客户关系却具有相对的稳定性。许多企业正将客户关系视为一项战略资源，并积极地培养、发展和巩固客户关系。客户关系时代已经到来。 本文基于此背景进行了基于客户生命周期的客户关系管理研究，侧重于企业策略角度，并将CRM界定为选择和管理客户的业务策略。从客户生命周期角度在将客户价值细分的基础上，提出了企业客户关系投入及客户保持策略，力图节约成本并培养忠诚客户，旨在为企业经营决策提供指导。 关键词：客户关系管理，客户生命周期管理，客户价值 ABSTRACT In the rapidly developing fiercely competitive market， permanent competition advantage is hard to attained only by product. But loyal customer relationship can decrease the impact from environment change. Many companies are regarding customer relationship as a strategic resource and build up， develop solidify customer relationship. The customer relationship era has been in eyes. Researches on CRM based on this background are made in this thesis. From the view of enterprise，CRM is confined to select and manage customer relationship. On the base of calculating customer value on each phrase of customer life cycle，investing and retaining strategies to customer relationship are proposed to provide instruction for enterprises’ decision to reduce the relationship cost and to develop loyal customer. Zhou Wei(Technical Economics Management) Directed by prof. Li Xiang KEY WORDS: customer relationship management， customer life cycle， customer value 目 录 TOC \o 1-3 \h \z HYPERLINK \l _To摘 要 PAGEREF _To\h I HYPERLINK \l _ToABSTRACT PAGEREF _To\h I HYPERLINK \l _To第一章 引言 PAGEREF _To\h 1 HYPERLINK \l _To第二章 客户关系管理的现状及存在问题 PAGEREF _To\h 2 HYPERLINK \l _To1.1 客户关系管理的现状 PAGEREF _To\h 2 HYPERLINK \l _To2.2客户关系管理存在问题 PAGEREF _To\h 4 HYPERLINK \l _To2.3本文研究框架 PAGEREF _To\h 4 HYPERLINK \l _To第三章 客户关系生命周期研究 PAGEREF _To\h 6 HYPERLINK \l _To3.1客户关系生命周期阶段的划分 PAGEREF _To\h 6 HYPERLINK \l _To3.2客户关系生命周期各阶段的利润变化 PAGEREF _To\h 8 HYP