The Research On Customer Relationship Management Based On Customer Value

Nowadays,the global economy integration has been formed and the business environment of enterprises is experiencing dramatic change.As a result,the customers are no longer the passive receivers since their positions in the exchange process have undergone fundamental changes.The era that customers have to adapt to products is gone.In a series of links such as production,marketing,and service, enterprises must be oriented by customers and have to make the corresponding adjustments according to the changing customer needs to achieve the customized service step by step.Researches about how to find and identify the most valuable customers for enterprises,how to implement pertinent management to create maximal profits and shareholder values by efficient utilization of the limited enterprise resources accelerates the appearance of customer relationship management(CRM). China is becoming the center of world manufacturing industry which provides great opportunities for the development of Chinese enterprise.At the same time,it also brings more challenges and fierce competitions.The emphasis of competition is gradually transferring from product orientation to customer orientation.The goal of CRM is not to gain self interests from customers by leaving no stone unturned.It should be to gain win-win outcomes by reinforcing close relationships between enterprises and their customers and establishing win-win relations.Firstly,the thesis discusses the background and theory development of CRM and reveals its forming conditions and inevitability.It also analyses the advantages and disadvantages of CRM in details.The thesis points out the practical meaning of the implementation of CRM for enterprises.Secondly,it makes the deep analysis about the customer value concept,theory model,and evaluation index system and evaluation methods.Thirdly,it concludes features of CRM based on customer value and compares similarities and differences between traditional CRM and CRM based on customer value to provide specific implementation plan.In the end,the thesis uses XX Company as the object of study to implement customer value evaluation method into CRM according to CRM needs.It sets up standards of customer classification, analyses customer contributions,transaction behaviors and other features of CRM and suggests the general approaches of CRM.