基于优质客户盈利能力的客户保持策略  

The High Quality Customer Value Oriented Strategy for Customer Maintenance

作　　者：薛云建 

机构地区：[1]江南大学商学院,江苏无锡214122

出　　处：《中国流通经济》2010年第5期53-56,共4页China Business and Market

摘　　要：当今的客户管理已经不再仅仅局限于树立"客户是上帝"的传统观念,客户也有可能成为"魔鬼",给企业带来坏账、诉讼等,导致企业经济利益流失,单纯地扩大市场份额并不一定能够确保持久的竞争优势。为更好地实现企业价值,现代企业应通过分析客户盈利率来寻找优质客户,通过理解并响应客户的需求和愿望、提升质量与品牌形象、进行感情投资及忠诚营销计划等来维系优质客户。At present,customer management does not equal to the traditional idea of ＂customer first＂.Sometimes the customers will bring the enterprises with bad debt,lawsuit and economic losses.So,the enterprises can not maintain the longterm competitive edge only with the help of market share expansion.To realize the value of enterprises,the modern enterprises should analyze customer yield rate and find out the high quality customers by customer marketing and maintain high quality customers by responding to customer requirement and willingness,paying attention to quality and brand image,emotional investment and implementing the plan of loyal marketing.

关 键 词：优质客户 盈利能力 客户保持 

分 类 号：F713.50[经济管理—市场营销]