Research On The Value Promotion Of Enterprise Customers Based On The Index Of Customer Loyalty

With the development of economy,the center of an enterprise's work conception has changed from products to customer.Both the academe and the enterprises have widely realized that the source of keeping durative competition advantage is to possess loyal customer group.Customer Relationship Management is thus a developing management mechanism and marketing conception that accord with this requirement,whose core is the realization of customer loyalty.But how to realize the customer loyalty in the environment of drastic market competition,thus promote an enterprise's longtime abilities of profiting and competition,is a problem needing more studying.Under this background,this paper starts from the customer loyalty theory,analyses the development of this theory and the factors influencing the customer loyalty,and makes research about the literatures and theory of Customer Relationship Management.The research discovers that Customer Relationship Management exactly caters to the concept of the customer loyalty theory,and its core is the realization of customer loyalty.Thus,the need of research for the customer loyalty realization on the base of Customer Relationship Management is brought forward.Two important factors influencing customer loyalty realization have been stressed:customer satisfaction and customer transferring value,and the relationships between these two factors and customer loyalty are also analysed,leading to the conclusion of customer transferring value being the core of the realization of customer loyalty.Based on this research and Customer Relationship Management,the strategies for the realization of customer loyalty are advanced,hoping to provide some theoretic guidances for an enterprise practising CRM.Then,this paper interprets the core concept of "Taking customers as the center",and advances the enterprise development strategy based on customer value.The differential development strategy based on customer value is stressed.This paper ends with the case study of mailing company,and from the practice angle,makes comment on the customer loyalty realization based on CRM.In the end,the research work of this paper is sumed up and the prospect is made.The aim of this paper is to provide the theoretic guidances and references for the realization of an enterprise's customer loyalty.