零售企业的客户关系管理及典型案例研究

【作者】 李劲松；

【导师】 谭跃雄；

【作者基本信息】 湖南大学 ， 工商管理， 2003， 硕士

【摘要】 客户关系管理(CRM)是一个通过详细管理企业与客户之间的关系来实现客户价值最大化企业收益最大化之间的平衡的有效途径。客户关系管理在零售企业的应用一直是个难题，因为零售企业面临的是比较分散而不确定的客户，难以采集丰富的客户信息及相关数据，使得客户关系管理的重点体现形式“一对一营销”难以有效开展。 本文试图通过对零售企业的经营特点与客户特点进行详细的分析，探讨可供零售企业参考的客户关系管理模式及实施策略，以便更好地为企业经营服务。 本文首先介绍了零售企业的经营现状，探讨了零售企业的市场定位的三种模式和客户关系管理的需求。由客户价值及零售企业的价值链出发对零售企业的两类客户(外延客户和内涵客户)及其关系类型进行了分析，指出了零售企业的客户行为特征，由此提出了三种零售企业的客户关系管理模式，本文归纳为综合卖场模式，专业卖场模式与品牌专卖店模式，并研究了这三种模式的各自的客户关系管理特征。由于不同的零售企业的提供的商品与服务的差异，要求零售企业在实施客户关系管理时应根据自身特点采取不同的策略，本文得出的三种策略分别为商品导向型的策略、基于服务特色的策略及基于个性化需求的策略，并分析了三种实施策略的内涵及特点。本文还用了一定的篇幅介绍了客户关系管理(CRM)系统的功能，同时修正了其中不适合零售企业的模块，提出了零售企业的CRM系统解决方案图。 在本文的后半部分用较大的篇幅对两个典型的案例进行了研究，指出不同的零售企业在实施客户关系管理的步骤与侧重点的差异，同时对零售企业应用客户关系管理的理论来运作企业所取得的效果予以了充分肯定。更多还原

【Abstract】 CRM is the method which make the customer and the enterprise value extremely large by manage the relationship of the enterprise and customer particular. But the retail enterprise is a hugeness but disperse system in the business field. They compete and change to each other. How to get the competitive predominance is the question to each operator. We are try to discuss the mode of CRM which fits to the retail enterprise, by analyse each side of the business of the enterprise. So we can serve to the retail enterprise even more.The thesis is divided into four parts. The first part of the thesis has analyse the rule of the development and the actuality of the retail enterprise. The second part of it has discuss the the customer value and the value chain of the retail enterprise. It also has discuss the two kinds of the customers of the retail enterprise and point out the action character of the extension customer and the connotation customer. At this part it has given out the three mode of the CRM of the retail enterprise. We call them compositive mart,speciality mart and monopolization shop. At this part we have conclude the character of the three kind of CRM mode. The third part we have discussed 3 kinds of strategy which the CRM put in practice. They are the strategy base on merchandise,service and individual requirement.We have also analyzed there connotation and characteristic. At this part we have introduce the function of the CRM software,and we have modified the module which disagree with the retial enterprise. At here we give out the solution of the CRM system in retial enterprise. By this,we can impress the evolution ,the problem and the solution of CRM in our retail enterprise.At the rearward,we have investigate two representatives.From this,we have affirmed the effects which the CRM were put into the thesis.更多还原