客户关系管理中客户价值研究.doc

客户关系管理中的客户价值研究 [内容摘要] 本文以企业关系管理为导向，基于客户视角对客户价值进行分析，详细阐述了客户价值研究对于客户关系管理的紧迫性和必要性，以及客户价值对客户关系管理绩效的影响。随着信息技术的高速发展和市场竞争日趋激烈，客户关系管理在市场竞争中的重要性，获取和保持最有创利能力的客户已倍受企业关注。而对于有效的客户关系管理，评价客户价值足一个很重要的环节。客户交易价值与客户忠诚度有着密切联系，文中对客户忠诚及其衡量指标等进行了详细的阐述，同时分析了口碑传播效应的传播模式和口碑传播对客户行为的影响等。基于客户忠诚和口碑传播效应对客户信息进行挖掘，通过各种数据挖掘方法，实现企业对客户价值进行评判和对潜在客户的把握。客户价值的管理为管理者更好的开发和管理客户，进行客户关系管理提供决策支持，为企业带来更大的收益，使企业在激烈的市场环境下更好的发展。 [关键词] 客户关系管理；客户价值；客户忠诚；口碑传播；数据挖掘 [ABSTRACT] In this paper, enterprise relationship management-oriented perspective of customer value based on customer analysis, customer value and described in detail for the customer relationship management, the urgency and necessity, and the customer value of customer relationship management performance. With the rapid development of information technology and the increasingly competitive market, customer relationship management, the importance of competition in the market, access and ability to maintain the best customer profitability has been much corporate attention. For effective customer relationship management, customer value evaluation of a very important part of foot. Customer transaction value and customer loyalty are closely linked, the paper on indicators to measure customer loyalty and a detailed exposition, and analyzes the effect of word of mouth and word of mouth communication model the impact on customer behavior. Based on customer loyalty and word of mouth effect on the mining customer information through a variety of data mining, enterprise customers to judge the value and potential customers to grasp. Customer value management for managers to better development and management of customers, customer relationship management for decision support, to bring greater benefits to enterprises so that enterprises in the fierce market environment and better development. 朗读 显示对应的拉丁字符的拼音 字典 - 查看字典详细内容 朗读 显示对应的拉丁字符的拼音 ? 字典 - 查看字典详细内容 [KEY WORDS] Customer Relationship Management; customer value; customer loyalty; word of mouth; data mining 进入21世纪，随着全球