A Research On The Customer Relationship Management Based On The Customer Value

With more and more intensive competition in the market, customers have more options than before and the market has turned from supplier-oriented to customer-oriented. Therefore, customers have become the source of a firm to exist and develop, companies concentrate on the building and keeping good relationship with customers. Customer relationship management is a developing management concept fits for this new circumstance of "customer-oriented".This paper was a study on the Customer Relationship Management based on the Customer Value. First of all, based on the summary and the evaluation of the theory of the Customer Relationship Management, the paper analyzed the misunderstandings in the existence of the theory, and pointed out that it was unreasonable to regard the customer relationship as the core of the Customer Relationship Management and it was one-sided to regard the Company Value as the orientation of the Customer Relationship Management. The dissertation revealed that the nature of Customer Relationship Management was the Customer Value, the formation and development of customer relationship was driven by the Customer Value, Customer Value should be the orientation of the Customer Relationship Management.Second, Through the literature review in this field, this dissertation summarized the concept and the system of the Customer Value, and built the model of the Customer Value construct and its influencing factors. To prove this model, the dissertation investigated 180 distributors of Kinglong Brewery which was the dissertation's empirical object by questionnaire, and used SPSS to analyze the investigation data scientifically. Then, we proposed the Customer Value construct system.Finally, based on the Customer Value construct system, combining the actual situation of the Kinglong Brewery, this dissertation presented the management strategy of the Customer Relationship Management based on the Customer Value.There are mainly four innovations in this dissertation. First, starting from the core drive factor—Customer Value, the dissertation demonstrated the causal relationship between Customer Value and customer relationship, brought forward the Customer Relationship Management that based the Customer Value. Second, the dissertation built the model of the Customer Value Construct and the Customer Value Level, and actualized the integration of both of them, provided strategic guidance to the company in the designing of the structure of the Customer Value. Third, the dissertation present the empirical research in the influencing factor of the Customer Value, it was a study in the field of exploration in empirical research.