The Study Of Customer Relationship Based On Customer Value Creation

This thesis starts from the analysis of exterior business environment and development course of the marketing thought to put forward that the deepening of customer relationship conception and the upgrading of customer value creation level are the necessary requirements for our enterprises to face with the reality and the competition in future. They have to approach customer relationship from strategic angles and master the essential way to put CRM into practice rather than only consider it as technical means exercised on original running and management model. And then, the chapters below discuss about it.After concentrating on the main points of the general actuality of customer relationship management in China, the changes of exterior situation and customer demand, the departure of customer orientation in the growth of a company and summarizing the reality of marketing environment and it's essential requirement, chapter 2 start to explicate customer oriented strategy positioning and its meaning in view of the role of customers and the value of customer relationship, etc.Chapter 3 probes into the customer relationship strategy. Based on the analysis and the definition of target customers, it sums up the relationship tactics about product or service, business development, innovation and competition corresponding to the customer division which includes three types: profitable, loyal and strategic customers. Chapter 4 focuses on customer value creation, which is the ultimate approach to implement customer relationship strategy. From the intension and different level of the customer value, the key factors of value creation can be concluded. There are two ways to assemble these factors named factor analytical method and competition contrast analytical method. Then the dynamic character and the strategy logic of customer value creation are introduced. Enterprises need to choose the model of value creation from two directions : first is to attach importance on the improvement of its inner capability and the conformity of its operation flow,the other is to consider more on the types of customers and their demands and the relations between the enterprises and customers. Customer value creation does not stress too much on competition but can often gain sustaining competitive advantage as a result. This is the strategic effect of customer value creation. Certainly, it should be carried out on the basis of competence and present material condition of the company.Chapter 5 is mainly about the structure, factors, content and upgrading for the system of abilities to support customer value creation and interaction between enterprise and customers. Chapter 6 introduces the evaluation index system of customer value creation abilities and explains it through a case study of a typical firm.