顾客关系网络的价值导向管理  

Value Oriented Management of Customer Relationship Network

作　　者：熊银解[1] 

机构地区：[1]华中农业大学经济管理学院,湖北武汉430070

出　　处：《华中农业大学学报（社会科学版）》2009年第6期89-92,共4页Journal of Huazhong Agricultural University(Social Sciences Edition)

摘　　要：如何进行顾客关系网络管理是新经济条件下企业营销的新热点。文章从界定顾客关系网络的概念与价值入手,探讨了顾客关系网络的客户俱乐部、产销联盟协会、网友群和创业型消费者网络等类型,最后提出了顾客关系网络价值导向管理的对策,即从价值定位、经营范围、利润捕捉、战略控制和实施等五个要素方面对顾客关系网络进行管理。How to manage customer relationship network is the key that the enterprise keeps on a development in the new economic era. Firstly this paper discusses value and concept of customer relationship network; then we explore the types of customer relationship network, such as customer club,marketing federation, netizen group and entrepreneurial consumer network. Finally we suggest that value-oriented management of customer relationship network includes five main factors;value position, the scope of business, profits catching, strategy control and carrying out.

关 键 词：顾客关系 网络 价值 

分 类 号：F274[经济管理—企业管理]