华北电力大学(北京)硕士学位论文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ABSTRACTIntherapidlydeveloping&fiercelycompetitivemarket，permanentcompetitionadvantageishardtoattainedonlybyproduct.Butloyalcustomerrelationshipcandecreasetheimpactfromenvironmentchange.Manycompaniesareregardingcustomerrelationshipasastrategicresourceandbuildup，developsolidifycustomerrelationship.Thecustomerrelationshiperahasbeenineyes.ResearchesonCRMbasedonthisbackgroundaremadeinthisthesis.Fromtheviewofenterprise，CRMisconfinedtoselectandmanagecustomerrelationship.Onthebaseofcalculatingcustomervalueoneachphraseofcustomerlifecycle，investingandretainingstrategiestocustomerrelationshipareproposedtoprovideinstructionforenterprises’decisiontoreducetherelationshipcostandtodeveloployalcustomer.ZhouWei(TechnicalEconomics&Management)Directedbyprof.LiXiangKEYWORDS:customerrelationshipmanagement，customerlifecycle，customervalue目录摘要.....................................................................IABSTRACT..................................................................I第一章引言...............................................................1第二章客户关系管理的现状及存在问题......................................2I-华北电力大学(北京)硕士学位论文1.1客户关系管理的现状................................................22.2客户关系管理存在问题..............................................42.3本文研究框架.......................................................4第三章客户关系生命周期研究..............................................63.1客户关系生命周期阶段的划分........................................63.2客户关系生命周期各阶段的利润变化..................................83.3客户关系生命周期的类型............................................9第四章客户价值探讨.....................................................134.1客户的价值........................................................134.2客户价值细分......................................................144.3客户价值评估......................................................16第五章客户关系管理策略研究.............................................205.1客户投入模型研究..................................................205.1.1建模原理.....................................................205.1.2客户最优投入模型.............................................245.2客户保持策略研究..................................................295.2.1客户满意陷阱分析.............................................295.2.2建立客户忠诚分析及策略研究...................................31第六章结论..............................................................36参考文献.................................................................37致谢..................................................................39在学期间发表论文和参加科研情况..........................................40II-第3页共41页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页...
