CRM中的客户分类管理  

Customer-Classified Management in CRM

作　　者：张兰霞[1] 吴国华[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110004

出　　处：《东北大学学报（社会科学版）》2003年第2期106-108,共3页Journal of Northeastern University(Social Science)

摘　　要：阐明CRM是继ERP(企业资源计划)和SCM(供应链管理)之后出现的,备受营销理论界关注的新的客户服务与管理策略。客户分类管理则是实现CRM的主要手段和方法。首先界定了CRM的基本内涵,然后从定性和定量两个角度对CRM中的客户进行分类并给出相应的客户管理策略,最后阐述了CRM中客户分类管理的基本步骤与目标。这对协助那些正在实施或将要实施CRM的企业成功实现客户的分类管理,有效扩大企业"黄金客户"的储量具有借鉴意义。?CRM is a rather new and important customer service and management strategy after ERP (Enterprise Resource Planning) and SCM (Supply Chain Management), which attracts most marketing theorists' attention. Customerclassified Management is a main method to realize CRM. Firstly, this paper defines what CRM is; secondly, it classifies customers from two angles of qualitative and quantitative classifications and provides relevant customer management strategy; finally, in order to help enterprises to succeed in customerclassified management and enlarge 'gold customers' quantity, it also analyzes the steps and object of customerclassified management.

关 键 词：CRM 客户分类管理 客户价值 

分 类 号：C931[经济管理—管理学]