【作者】 朱梅；

【导师】 郭继鸣；

【作者基本信息】 河北工业大学 ， 技术经济及管理， 2002， 硕士

【摘要】 客户是企业生存和发展的基础这一点是毫无疑问的，但现有的客户关系管理过分强调企业如何为客户提供价值，实际上并非所有的客户对企业来说都是有价值的，对企业来说选择有价值的客户，构建合理的客户组合，并在此基础上管理其客户关系才是企业的生存之道。 本文首先论述了企业与客户之间的关系应该是一种双方认同的、双向互利的情感沟通关系，并对影响客户关系的因素作了简要的分析，在此基础上对企业如何建立长期稳定的客户关系提出了几点建议；其次在对现有客户评价的内容和方法进行分析、向企业的营销管理人员和销售业务人员以及有关教授咨询的基础上，建立了客户价值综合评价指标体系，并运用模糊层次分析法对各评价指标进行赋权；然后探讨了客户组合的方法，即按照客户当前价值和潜在价值进行了客户类别的划分，在此基础上提出了分类管理的策略。从客户的学习行为入手，探讨了企业与客户发展关系的动机，并对企业的客户从潜在客户到忠诚客户的发展过程进行了分析；最后，运用本文提出的客户价值评价和客户组合的方法对某制药企业的客户进行了评价分析，给企业一种方法上的指导。更多还原

【Abstract】 It is no doubt that the customer is the foundation that the enterprise survives and develops. But it is excessively emphasized that how the enterprise offers value to customer in existing research about customer relationship management. In fact, not all customer is valuable for the enterprise, choosing the valuable customer and structuring suitable customer combination, on the basis of which the enterprise manages its customer relation is in the existence way.Firstly, this paper discusses that the relationship between the enterprise and its customers should be a kind of two sides admitted and mutual communication relationship, then analyses briefly the factors of influencing customer relationship and gives some suggestions about how to create long-term relationship. Secondly, it creates the indexes system of evaluating customer value on the basis of analyzing the existing evaluating content and methods and in consultation with marketing management and selling personnel of the enterprise and relevant experts, and uses FAHP to evaluate weight of the indexes. Thirdly, it discusses the method of customer portfolio, namely, it classifies the customers according to the current value and potential value, and offers the strategy of the customer classification management. And that customer learning conduct and the upgrading process from potential customer to loyal customer is discussed in this paper. Finally, the customers of the pharmacy enterprise is evaluated and analyzed by the indexes system of evaluation and method of customer portfolio, which offers the enterprise a guide method.更多还原