基于定向促销的企业顾客关系管理研究  

作　　者：高平[1] 

机构地区：[1]天津商业大学

出　　处：《企业经济》2013年第1期63-66,共4页Enterprise Economy

基　　金：天津商业大学青年基金项目"基于定向促销的企业顾客关系维系及提升研究"(批准号:101103)

摘　　要：顾客关系管理是"以顾客为中心"的企业经营战略,定向促销是针对特定顾客群体而进行的促销,两者是战略与战术的关系。定向促销作为相对于传统的大众促销而提出来的一种新型的促销模式,有助于顾客的开发与分类、顾客满意度和忠诚度的提高、顾客流失的预警与防范等,因此,对于顾客关系的维系与提升起到一定的促进作用。为了更好地实现顾客关系管理,定向促销实施过程中要考虑顾客终身价值,并根据顾客所处不同生命周期阶段制定适当的促销方案。Customer relationship management is an enterprise operation strategy while targeted promotion is a promotion mode aiming at particular customers. As a new promotion mode which is different from mass promotion, targeted promotion is beneficial to developing and segmenting customers, enhancing customer satisfactions and loyalties, early-warning and preventing customer defections, etc. Therefore, it will help to maintain and upgrade customer relationships. In order to achieve a better customer relationship management, customer lifetime value should be paid attention to and the promotion program should be developed according to phases of customer life cycles in the implementation of targeted promotion.

关 键 词：定向促销 顾客关系管理 顾客终身价值 顾客生命周期 

分 类 号：F274[经济管理—企业管理]