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......................................21.1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客户最优认知投入模型.........................................245.1.3客户最优保持投入模型.........................................285.2客户保持策略研究.................................................305.2.1客户满意陷阱分析.............................................315.2.2建立客户忠诚分析及策略研究...................................33第六章结论..............................................................37参考文献.................................................................38致谢..................................................................40在学期间发表论文和参加科研情况........................................41第一章引言企业管理的最终目的是实现...
