浅论服务业营销的顾客关系管理  

On Customer Relationship Management of Services Marketing

作　　者：何恒波[1] 

机构地区：[1]湘潭职业技术学院商学院,湘潭411102

出　　处：《价值工程》2011年第21期76-76,共1页Value Engineering

摘　　要：随着服务业在国民经济中的比重加大,服务业营销也理当引起企业管理者的重视。服务业营销不同于产品营销,其顾客在营销中的地位也与一般商品营销不同。通过对顾客关系进行有效管理,乃至把顾客作为服务企业的核心资产进行管理,提高顾客的满意度和忠诚度,使顾客资产价值实现保值、增值,成为服务企业的竞争优势。With the increasing proportion of services in the national economy,services marketing should raise the attention of managers.Services marketing is different from product marketing,the customer＇s status in marketing is different from general merchandise sales.Through effective management of customer relationships,and even taking the customers as the core asset of service business,improve customer satisfaction and loyalty,and achieve maintaining and increasing asset value,make it as competitive advantage of service firms.

关 键 词：服务业营销 顾客关系管理 顾客数据库 一对一营销 顾客资产管理 

分 类 号：F719[经济管理—产业经济]