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在如今经济不景气的大背景下,企业要想继续生存发展,如何吸引新客户,抓住老客户便是一个亟待解决的问题。而客户关系管理系统(customer relationship management CRM)就是解决这一问题的有效手段。本文作者从管理营销的角度来理解和分析CRM,侧重于其对于客户细分,客户维系,充分挖掘客户终身价值的作用。本文首先对客户关系生命周期的分类进行了简要论述,继而结合CRM分析如何实现客户生命周期的价值。
In today’s economic downturn in the context of enterprises in order to continue to survive and develop, how to attract new customers, seize the old customers is an urgent problem to be solved. The customer relationship management system (CRM) is an effective way to solve this problem. The author understands and analyzes CRM from the point of view of management marketing, focusing on its role in customer segmentation, customer retention, and full exploitation of customer lifetime value. This article first gives a brief discussion of the classification of customer relationship life cycle, followed by CRM analysis how to achieve the value of customer life cycle.