顾客价值在客户关系管理中的应用策略研究

随着市场竞争的日益激烈,市场由原来的供方主导转变为顾客主导。客户关系管理(CRM)的出现正是适应了"以客户为中心"的管理理念。客户关系管理的核心是为顾客创造价值。顾客价值驱动着顾客的消费行为,优异的顾客价值能够对顾客满意和顾客忠诚产生明显的提升作用,从而增强了客户关系绩效。同时,企业在建立和维持与特定顾客的关系过程中,获得了关系价值收益,从而实现了顾客价值。在此基础上,构建了基于顾客价值的客户关系管理策略框架,并且对其实施流程作了分析。

The Research of Customer Value Application Tactics on CRM

With more and more intensive competition, market has turned from supplier-oriented to customer-oriented. Customer relationship management (CRM) is a developing management concept fit for this new circumstance of "customer-oriented". The core of CRM is making valve for customers. Customer value drives for the consuming behavior and the excellent one will evidently enhance customer satisfaction and customer loyalty, and then strengthen the effectiveness of CRM. At the same time, in the course of establishing and keeping the relationship with the particular customer, enterprises have obtained the value income of the relation, and thus realize the equilibrium of customer value. Based on the foundation of theoretical and empirical study, the paper firstly defines the basic intension and characteristic of customer value. On this foundation, the paper constructs a CRM strategy framework based on customer value and analyzes the implementation procedure.