摘要
以客户价值和客户关系阶段二项指标为客户营销资源分配基准,结合客户关系管理的三项主要任务:新客户获取、高价值客户保持和危险客户赢回,提出了"以客户为中心"的资源分配整体框架,以及基于客户关系管理三项主要任务的资源投入最优比例模型。根据对不同客户关系阶段特点的分析,应该采取发展阶段、成熟阶段和衰退阶段关系管理策略。
Taking the customer value and stage of customer relationship as indicators provides a framework about the customer-center marketing resource allocation, combine with the three main tasks, as new customer gaining, high-value customer retaining and risk customer win back We can bring out the resource allocation frame centered by the customers and the optimal resource input proportion model based on the three main tasks of customer relationship management. Finally, by analyzing the features of different customer relationship stages, we can propose the customer relationship management strategy for the development stage, mature stage and drop stage.
出处
《经济与管理》
2008年第4期40-44,共5页
Economy and Management
关键词
客户价值
营销资源分配
客户关系管理
customer value
marketing resource allocation
customer relationship management
