基于销售漏斗模型的客户资源管理-企业管理专业论文.docxVIP

I I II II 摘 要 客户资源是现代企业管理中非常重要的一个环节，客户的规模、质量及开发 潜力等，无不影响并左右着企业的生存与发展。在激烈的市场竞争中，拥有了雄 厚的客户资源并具备可持续化维护、利用资源的能力，就意味着赢得了市场的发 展先机。因此，积极维护与客户的关系，努力挖掘客户潜力，发现、培育并开发 潜在客户，应该是企业优先考虑和亟需解决的重要课题。密切关注客户需求并致 力于市场营销是获得成功的企业的一个共同特点。本文以 MA 公司作为研究目标， 在运用 SWOT 分析框架并结合迈克尔·波特五力模型，对 MA 公司所面临的国内行 业环境、市场危机进行系统分析的基础上，通过将销售漏斗模型与 MA 公司成功 营销之道结合解析，进一步阐释了充分利用客户资源、培育客户关系、建立客户 忠诚度对现代企业发展的重要性。 关键词：客户资源，客户关系，销售漏斗，客户忠诚度 Abstract The customer resource is very important, which size, quality and development prospect can bring more influences on the growth and survival of a company. In the fierce market competition, the company which has rich customer resource, more development opportunities and prospects will optimize solutions for success in the future. In this case, it is the top priority and important topic for a company to try to find the customers, keep and maintain the customer relationship. The common feature for the successful company is that the management and staff focus on the demand from the customers and specializing in marketing development. They have a working passion, which always push them to understand and meet the customer demand in the selected target market, and the management always drive their members to build the relationship with the customers based on creating the maximum mutual benefits. For this thesis, the author made a research about MA Company in the respect of industry and marketing threat. Firstly, the author analyzed the total strategic environment by using SWOT theory and five strength model of Michael Potter. Secondly, she explained the marketing management of MA Company by using sales funnel model. Finally, the author drew a conclusion that it was the immense issue for a company to take full advantage of the customer resource, keep and maintain customer relationship and build the customer loyalty. Keywords：Customer resource，Customer relationship，Sales funnel, Customer loyalty 目录 HYPERLINK \l _bookmark0 第一章 引言 1 HYPERLINK \l _bookmark1 1.1 选题的背景及研究意义 1 HYPERLINK \l