The Study On “spoil Effect” Of Marketing To Customer Maintenance Under Customer Relationship Perspective

With the development of global integration and network technology, the enterprises have to face the competition coming from the domestic industry and the companies which have advanced technology and management ideas from developed countries, that makes the domestic enterprises are harder to the survive and develop, at this point, the customer relationship management(CRM) has become the important tool of enterprise gaining a competitive edge. Under the current circumstance of "take the customer as the center" and "take customer satisfaction as the center", enterprises realize that the customers are the source of enterprise profit. If the enterprise can get a lot of loyal customers in a long time, which can guarantee the enterprises’ survival and development, and make the enterprises get competitive advantage in the fierce market competition. So, the problem about how to develop the market for the customers and customer maintenance, is worth of thinking and research.This article is under the perspective of customer relationship, on the basis of the principal-agent theory, take the commercial Banks as example, to discuss the commercial banks market development and the spoil effect of maintenance for the client. By building the direct selling and distribution mode of commercial bank profit function model, it is concluded that the optimal level of market development and customer maintenance effort. The study found that, under the direct selling model, the marketing will cause “spoil effect” to the real banks’ customer maintenance, thereby reducing customer effectiveness and efficiency of maintenance; In distribution mode, the commercial Banks entrust market development and customer maintenance work to entity bank, produced by the principal-agent mechanism of synergy can effectively mediate the negative impact of “spoil effect”.In addition, in this paper, based on the profit function model of commercial Banks expanded, added the “clients antagonism effect”, analysis in the form of preferential activities in the commercial banks market development in order to get customers to customer maintenance and the influence of commercial Banks’ profits. In order to make the model easier to understand, the basic model and extended model has carried on the simulation analysis.