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Evaluating And Managing Of Customer Relationship Based On Value Analysis

Posted on:2003-08-23Degree:MasterType:Thesis
Country:ChinaCandidate:Q H YuFull Text:PDF
GTID:2156360092465984Subject:Industrial Economics
Abstract/Summary:PDF Full Text Request
As a new management model, Customer Relationship Management (CRM), can adjust the relationship between enterprises and customers. Through information technology, CRM integrates internal resources of enterprises and achieve the purpose of enterprises value increasing permanently at activities of building and developing and retaining customer relationship. Presently, the theory of customer relationship management locates the exploring step in foreign countries or our country. Applications of CRM are confined mostly to some industries, such as bank, insurance, telegraphy and retailing. There is no evidence of successfully applications on customer relationship management. However, in the future CRM applications will very be extensive with information technology and electronic business development.At first, the article illuminates the meaning of CRM. Then it deduces that customer relationship value should be the key of enterprises' competition advantage through customer value analysis and the theory research on customer life value and customer relationship value. The increase of enterprise value can be attained by three activities of obtaining and developing and retaining. The fourth chapter of this article firstly finish customers' quality classify on the basis of customer value and customer relationship value. The author builds the index system of the customers' evaluation and finish customers identify by two methods of Analytic Hierarchy Process and mistiness judging. The article achieves the purpose of customer distinction. Then in the chapter, the author builds the index system of the customer relation' evaluation, defines the customer relation sorts between enterprises and customers. Corresponding, we adopt different development strategic of customer relationship. In the fifth chapter, the article lay emphasis on researching the activities of building and developing and retaining the customer relationship in the application of CRM. By database technology, such as Data Mining and Knowledge discover, we may achieve these activities. Finally, the article clarifies briefly some difficulties when CRM is used in our enterprises and set forth relevant suggests. Then the article prospects that network economic will bring impact on customer relationship management.
Keywords/Search Tags:customer relationship, value, CRM, database
PDF Full Text Request
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