优衣库核心客户关系管理研究内 容 摘 要随着互联网与物流系统的不断发展，服装行业的同质化竞争在不断地加剧，商品的流通模式逐渐改变，以生产为中心的经济模式逐渐转向为以消费为中心的经济模式。客户会更加重视服装带来的个性化表达和优秀的服务体验需求，希望通过服装进行自我定位。因此在日渐激烈的市场竞争中，越来越多的快时尚服装品牌开始重视客户关系管理，想通过做好客户关系管理去提高顾客满意度和顾客忠诚度，占据更高的市场份额。本文以优衣库为研究对象，讨论了客户关系管理在优衣库中的应用，找出优衣库的客户关系管理存在的问题。根据存在的问题提出相应能让优衣库改进和提升客户关系管理的对策和建议，以期能帮助优衣库做好客户关系管理，提高工作效率和企业竞争力，得到长期的发展。关键词：客户管理；优衣库；探析 IResearch on Uniqlo Core Customer Relationship ManagementAbstract With the sustainable development of internet and logistics system, the homogeneous competition of clothing industry is becoming more and more fierce, the circulation pattern of commodity is changing gradually, and the economic model with production at the core is transforming to the economic model with consumption at the core. Besides, customers will attach much more importance to the personalized expression and the demands of excellent service experience brought by cloth, who hope to have self-positioning through it. Therefore, in the increasingly intense market competition, more and more fast fashion clothing brands begin to pay attention to customer relation management, which hope to improve the satisfaction and loyalty of customers through customer relation management, and account for higher market shares. As to this thesis, taking Uniqlo as research object, it discusses the application of customer relation management in Uniqlo, and finds the following problems of it. In accordance with these problems, it puts forward the following advice for Uniqlo to improv...
