文档介绍：成都电子机械高等专科学校
毕业论文
电子商务环境下分析型客户关系管理的研究
专业: 物流管理
班级学号: ******
学生姓名: ****
指导教师: *****
2010 年 5 月 30 日
电子商务环境下分析型客户关系管理的研究
摘要
随着电子商务的深入应用和发展,根据当前分析型客户关系管理研究存在的问题,论述了客户关系管理的基本思想和基础理论,分析了分析型客户关系管理的内涵,及其在电子商务环境下所表现出来的特点和重要性,并据此建立了以客户细分、客户保持和客户升级为主要阶段的客户分析流程。研究了面向电子商务的客户细分问题和面向电子商务的客户保持问题。详细总结了客户保持的基本理论,分析了客户保持的根本——客户忠诚,比较了电子商务和传统商务背景下客户忠诚的表现形式和决定因素的不同,提出了“企业对客户忠诚”的新观点,建立了以高价值客户为核心、面向企业的评价指标体系,应用基于AHP(层次分析法)和专家决策的模糊综合评价法构建了客户忠诚度评价模型,全面、及时地测评客户的意愿和行为,帮助企业制定对应的营销策略。最后,将理论与实际相结合,进行了实验、计算和分析,并针对结果提出了相应的营销策略,提供了一套较完善的客户分析方案。
关键词:电子商务/客户关系管理/分析型
MERCE ENVIRONMENT ANALYSIS MODEL OF CUSTOMER RELATIONSHIP MANAGEMENT
ABSTRACT
With the further application and development of merce, based on the current analytical customer relationship management of existing problems, customer relationship management discussed the basic ideas and basic theory, analysis of customer relationship management, content, and its merce environment shown under the character and importance, and accordingly established a customer segmentation, customer retention and customer upgrade to the main stage of the customer analysis process. Studied the problem for merce customer segmentation and customer retention issues for merce. Detailed summary of the basic theory of customer retention, customer retention analysis of the fundamental - customer loyalty, merce and pared the context of customer loyalty and determinants of the manifestation of the different proposed "business customer loyalty", the new view, established a core of high-value customers, business-oriented evaluation index Ti Xi, Ying Yong on AHP (Analytic Hierarchy Process method) and expert decision of the prehensive constructed by the customer loyalty evaluation Mo Xing, Quan Mian and timely evaluation of customer intention and behavior, help them formulate a corresponding marketing strategy. Finally, combining theory and practice, to experiment, calculation and analysis, and regard to the results put forward the corresponding marke