文档介绍：摘要
论文题目:MK 化妆品公司客户关系管理方案研究
专业:工商管理
硕士生:耿辉签名:
指导教师:文炳洲副教授签名:
摘要
随着经济全球化和中国加入 WTO、客户需求的个性化,MK 公司所面临
的市场竞争环境日益剧烈,客户大量流失,客户资产成为企业一项重要无
形资产,客户关系管理成为保证 MK 公司长期成功与持久竞争优势的关键。
本文系统地分析了影响 MK 客户关系的各种宏微观因素,总结出了决
定 MK 客户忠诚度的各种因素之间的关系;然后对 MK 的客户满意、客户价
值、客户信任、客户转移成本、客户终生价值、客户忠诚做了详细的调查
统计,并结合 MK 的历史数据,运用因子分析法得出失去履行的成本与沉没
成本与重复购买意图之间的相关程度最大;运用多元回归分析发现 30 岁以
后客户群更看重产品性能与售后服务质量,30 岁以前的客户群更看重产品
性能与美容讲座质量;应用 AHP 法得出化妆品性能对客户满意度影响程度
最大,其次是美容讲座质量,再次是化妆品的价格;继而由以上研究结果
对 MK 的现有客户进行了细分,将现有客户细分为维持型、黄金型、放弃型、
发展型四种,并从信息技术角度和管理角度提出了 MK 的客户关系管理针对
四类客户尤其是黄金客户的具体措施。最后,本文结合 MK 的实际情况,对
MK 实施客户关系管理的前提提出了建议,

【关键词】客户关系管理;化妆品;客户细分
【论文类型】应用研究
西安交通大学硕士学位论文
Title : Study on The Customer Relationship
Management Plan of MK
Major : Business Administration
Name : Geng Hui Signature :
Supervisor : Wen Bingzhou Signature :
Abstract
With the globalization of economy,China entering the WTO and
individuation of customer needs,MK is facing an ever-increasing level and
intensity petition, and losing a lot of it’s customers. The Customer
Relationship Management (CRM) es a key issue in securing the
long-term ess of the business and petent advantage.
Firstly, the paper systematically analyzes various macro and micro factors
that influence CRM of MK and draws up their connections. Secondly, the thesis
makes detailed survey and statistics of customer satisfaction, customer perceived
value、customer trust, customer perceived switching cost, customer lifetime
value and customer loyalty and studies the above attributes applying correlation
analysis、factor analysis, multi-regression analysis, AHP. The results include that
the relativity of repeating buying intention with the lost-performing cost and the
sunken cost, and that the clients elder than thirties are more interested in quality
and service while the younger ones are interested in the hairdressing course, and
that the quality of goods, the hairdressing course and the price are the greatest
t