Customer Knowledge Management And Its Application To Marketing Decisions

China enterprises are encountering unprecedented challenges and opportunities, such as increasingly sophisticated marketing environment and continuously changing customer demand. Customer Knowledge Management (CKM) is customer-centric and knowledge-based marketing ideology responding to present challenges and opportunities. Customer Knowledge Management studies how to optimize the value chain of enterprises and satisfy customized demand, therefore it has great strategic significance and theoretic value. But till now the study of Customer Knowledge Management has just been at the primary stage, lacking integrated concept and systematic research. So the author regards CKM as a promising management topic worth thorough studying.The thesis firstly summarizes the theories and concepts of CKM, and defines that CKM is the process during which customer knowledge combines with other resources in enterprises to improve business performance and strengthen core competence. By adopting theoretically and empirically analytical methods, the thesis analyzes the components, process and system of CKM and its application to marketing decisions to explain the dynamic leverage of customer knowledge. The last part of the thesis provides suggestions aiming at problems in CKM practices of China enterprises and points out the direction for later study.