【作者】 肖辉；

【导师】 周洁如；

【作者基本信息】 上海交通大学 ， 工商管理， 2008， 硕士

【摘要】 随着化妆品零售行业的市场竞争激烈程度日渐加剧,化妆品零售企业如何根据顾客需求来创造价值,如何最大限度的吸引新客户并留住当前客户,是公司决策者必须思考的问题和重大的挑战。本文以丝芙兰为主要研究对象,对其客户价值进行了分析,并以此作为客户细分的依据,这对化妆品零售企业的客户价值研究有一定的实践意义。论文先对选题背景进行了介绍,之后论述了推行客户价值管理的必要性。在回顾了国内外对客户价值理论的研究现状后,对于丝芙兰及其所在行业的基本情况也进行了描述。在比较研究国内外客户生命周期价值理论的基础上,本文选取了RFM分析方法对丝芙兰客户的消费习性,如消费频率、消费金额等进行分析,并结合DWYER法对客户的生命周期价值进行计算,依据客户价值对客户进行细分,并提出了基于客户价值细分的客户资源配置与保持策略。最后,本文对于化妆品零售企业的客户价值管理流程进行了总结和建议,认为企业应该针对不同的客户群采用不同的营销策略和客户服务措施,以提高客户的保持率和忠诚度,从而建立起企业的核心竞争力,最终实现企业利润的最大化。更多还原

【Abstract】 Recently, competition in cosmetics retail industry is increasingly intensified. How can cosmetics retailers create value to cater their customers? How can cosmetics retailers attract more new customers and retain all current customers? Those are the questions which managers of cosmetics retailers can’t avoid. This paper take Sephora as the main object of study, analyze its customer value, and segment customer base on customer value. The paper could have some reference value to cosmetics retailers.This paper introduces the background of the topic first, and then elaborates the necessity of customer value management for cosmetics retailers. After review foreign and domestic theories about customer value, the paper use RFM method to analysis Sephora’s customer behavior, such as purchasing frequency, amount, and etc. Besides that, the paper use DWYER method to calculate customer lifetime value. According to customer lifetime value, the paper proposes how to segment different customer base on customer value, and how to design marketing strategy to select and maintain customer. Finally, the paper generalizes the process of customer value management and gives suggestions to cosmetics retailers: cosmetics retailers should service different group customer base on the customer value, choose different marketing strategy to improve customers’loyalty and retention rate. Thereby creating the core competence of cosmetics retailers, and ultimately maximizing the profit.更多还原